Goldwater Institute – Digital Transformation & New Online Identity

Task/activities performed:

  • Discovery & Ideation
  • Customer & Stakeholder Interviews
  • Audiance Analysis
  • Branding, Online Character & Personality Development
  • Information Architecture
  • Content Strategy & Modeling
  • Product Requirements
  • Content Strategy

Client: Celerity IT, LLC hired Prady to lead User Experience Design

Goldwater is a prestigious Political Think Tank. They have a long history of providing advocacy & thought leadership on the issues relating to individual freedom and constitutional rights. Goldwater has been serving its loyal customers for many decades. It is unique and clearly differentiated from many comparable organizations in a manner that they not only bring public policy research but also take on litigation to defend citizens. They defend states and local governments from the federal policies. And they do all this without accepting money from the citizens or taking sponsorship from the businesses. Goldwater is a donor-based organization that has several very prominent and loyal donators who strongly believe in their mission.



Advocating individual rights & freedom and defending constitution has been getting tougher. The new methods of engaging audience and raising money has become crucial for the many grass root organizations. This realization spurred Goldwater to transform its digital infrastructure and improve online brand to attract and retail new segment of audience.

Discovery & User Research

One of the key problem that Goldwater Institute identified was that their audience were less diverse and typically just a sliver of their target audience. They were also seen as grassroots advocacy organization and want to be seen as think tank.

Content Strategy & Information Architecture

In order to enable full potential of Internet, Goldwater needed a robust CMS system and an improved publishing process. The heart of this transformation was selecting the newer technology and providing a modern architecture. This required structuring content and providing better site architecture. Content strategy and Information Architecture was the key consideration for this transformation.