Underbelly Logo Animated

Website design & development

Project Proposal
Oct 4, 2023
Prepared for
Amelia Wong
,
Alluxio
Prepared by
Anthony Lagoon
Founder
951-219-1512
anthony@underbelly.is
Underbelly Creative
343 W 400 S
Salt Lake City, Utah 84101
(801) 742-1431
www.underbelly.is

Agency overview

Underbelly® is a full-service creative agency that helps businesses level up their digital presence. We build delightful websites, engaging applications, and provide access to top-notch creatives.

Strategy
  • UX research
  • User personas
  • Product roadmap
  • Brand
  • Content
  • Discovery sprints
  • Usability testing
Design
  • UI design
  • Brand identity
  • Illustration
  • Prototyping
  • Web design
  • Interactive
  • Video production
Technology
  • Full-stack
    Web applications
  • Mobile applications
  • SAAS implementation
  • Internal applications
  • CMS integration

Project overview

Start with alignment.
Target audience

The target audience is software engineers, DevOps, architects, and IT operations teams who are looking for an efficient way to manage distributed data across multiple tiers of storage.

Business objectives

The objective of this project is to create a modern, highly-responsive and easy-to-maintain website that aligns with Alluxio's branding and business objectives and provides a better user experience.

Problem Statement

Stakeholders at Alluxio have identified the need to improve the user experience on their website. They would like to improve navigation, and elevate the visual design while maintaining control over simple changes and updates.

Opportunities

Improved navigation

Improve the user experience and enable the marketing team by adding an editable mega-menu.

Easy to manage CMS

The team should be able to easily add or edit content on the site. Blogs, Whitepapers, Case Studies, On-demand Webinar, and more.

Improve resources functionality

Users should be able to select multiple filters, sort, and search with autocomplete suggestions.

Content migration

Content needs to be migrated to the new site, prioritizing latest content first and older content subsequently.

Desktop Performance

Website performance is slightly below target at 90. Any changes should aim to improve performance, accessibility, best practices, and SEO.

Mobile performance

Mobile performance has the greatest opportunity to improve. Not only in quantitative metrics, but also in usability.

Relevant work samples

CRV

Distinguishing a venture capital firm from their competitors.

Insurance Web Application

Streamlining a personalized home insurance experience with Next.JS

PHH (Presbyterian Hospitality House)

Fostering a brighter, safer future for Alaskan youth

Forward

A partnership with a mission-driven medical startup that's redefining the medical industry through improved experiences and new technology.

Experticity

Increasing user interaction with a new app experience

Boosted Boards

Creating a robust and scalable website management experience using Shopify and Contentful.

Process & Deliverables

This creative process is designed to keep
Alluxio
and Underbelly aligned throughout the project and focus on resolving important decisions at the least expensive point in the project.
This will take place in four phases where any phase may overlap with each other.
01
Discovery
02
Design
03
Develop
04
Deliver

Timeline

Phase one: 
Discovery

Uncovering Potential

During this phase, we seek to understand the broader context, the user, the technological landscape, and the fundamental challenges. We focus on these deliverables:

  • Requirements refinement & research (ie. analytics, surveys, or benchmarks)
  • Sitemap and content mapping
  • Basic audience segmentation and brand messaging strategy
  • URL naming & structure

Roughly 1-3 days
In this phase, we often stumble upon fresh avenues and unforeseen potentials. Given the inherently explorative nature of this phase, the timeline and budget may naturally evolve. Should any shift occur, our commitment is to provide clients with immediate implications of such changes.
A product design working session at Underbelly.
Phase two: 
Design

Crafting with precision

As we delve deeper into the design, we become meticulous with every detail. Every interaction is refined to ensure a seamless and beautiful user experience.

  • UI Layouts
  • Interaction flows
  • Detailed design specifications
  • Digital prototypes
  • User testing feedback
  • Editable Mega menu
Roughly 1-2 months
Decisions made in the discovery phase may affect both time and cost estimates. If needed, new estimates will be created at that time.
Phase three: 
Develop

The Intersection of Art and Engineering

As designers and engineers collaborate closely, the product begins to take shape in its final form. It's a dance between aesthetics and functionality, ensuring that our vision is realized while meeting all technical requirements.

  • Final designs
  • Component libraries
  • Iterative adjustments based on feedback
  • Quality assurance testing
Roughly 1-2 months
We are committed to notifying clients as soon as possible if any unforeseen obstacles arise during implementation that affect the timeline.
Phase four: 
Deliver

Releasing to the World

The website, now fully realized and in your care, we observe, listen, and learn from users, taking their feedback as the seed for our next cycle of design and innovation.

  • Launch monitoring
  • Post-launch evaluations
  • Additional feature scoping
  • Monthly website monitoring & maintenance (available upon request)
1 week
We are committed to notifying clients as soon as possible if any unforeseen obstacles arise during implementation that affect the timeline.

Expectations

  • Deployment and testing on staging servers
  • Training client staff on the CMS limited to 4 hours
  • Post launch support limited to one week. Ongoing support & maintenance can be made available upon request.

Estimated project length:
Roughly 2-3 Months

Services

Full-Service

Everything you need

to elevate your brand & digital presence.

Creative Team Retainers

Grow your creative capabilities quickly without the time and risk of hiring internally. Together we will work on a time and materials basis to complete your prioritized work. 

You will have a fixed monthly cost, and our team will be able to adapt to the roadmap and be able to pivot as you need without initiating costly change orders due to a constrained scope. We will work iteratively with you to plan each sprint, milestone and create the most value within the available time and budget.

Services

Product Photography

Show off your packaging.

Increase engagement.

Estimated Costs

Expires
November 30, 2023

Underbelly has created the following estimate based on our current understanding of the project and your unique needs and desired outcomes. 

Estimate: $50-80k

Kickoff: As early as 1-2 weeks from signing

Not included in estimate

This list may not be comprehensive of all possible items not included, but is meant to clearly identify a few specific items that are not included. Any hard cost outside of Underbelly's hours on this project are not included in our estimates above. 

  • Photography, Imagery, & Photo Shoots
  • Video Production & Voiceover
  • Hosting
  • Comprehensive or ongoing SEO optimization beyond foundational elements

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