Spice jars

The 7 secret ingredients for digital project success

Luminary Digital Strategist Emma Andrews reveals what it takes to really get value out of your investment in digital.

Emma Andrews

08 February 2022

2 minute read


Most digital investments don’t fall short because of lack of effort. They underperform against expectations because too much emphasis is placed on one area only – the technology, the people or the organisation – rather than all three.

At Luminary, we’ve found that success comes when you approach digital through three interdependent factors:

  • Technology – the platforms and architectures that power the experience.
  • Human – the people using and managing it, from customers to content teams.
  • Organisation – the goals, governance, and outcomes the business needs.

Our 7 Pillars underpin these factors, ensuring every website project is built on connection and balance – rather than over-emphasis in one area at the expense of the others.

The 7 Pillars

Technology

1. Technology and enablement
Digital platforms evolve quickly. In the past five years, composable architecture, headless CMS, and AI-assisted authoring have become common approaches. Choosing the right foundations gives a website flexibility, security and long-term value.

2. Ecosystem integration
Customers don’t think in channels; they interact with a single brand. Yet many organisations do not have their digital ecosystems fully integrated. Connecting websites, CRMs, e-commerce platforms, and analytics systems makes customer journeys easier and data more useful.

Human

3. Customer centricity
User experience is one of the strongest predictors of digital success. Designing with inclusivity, accessibility and genuine user insight ensures that websites not only meet functional needs but also build trust and loyalty.

4. Content and experience
A large proportion of content that is created goes unused. Only a portion of the content pieces your teams create get meaningful interaction. A structured approach to content – with aligned messaging, planning and measurement – helps ensure it contributes to engagement.

5. Digital operating model
Sustainable websites rely on people with the right skills, supported by clear roles, workflows and partner support. Ongoing training and resourcing allow websites to be managed and improved over time.

Organisation

6. Data and intelligence
Privacy regulations now cover the majority of the world’s population. This makes first-party data, consent management, and transparent analytics more important than ever. Organisations that turn data into useful intelligence can better understand customer needs and make informed digital decisions.

7. Measurement and outcomes
A website is not a one-off project but an ongoing system. Defining success metrics early, and using methods such as CRO and A/B testing, helps ensure websites continue to adapt and improve.

Picture of the 7 Pillars wheel

Why the 7 Pillars approach works

Technology without connection won’t help organisations get the most from their investment in tools. A content plan without customer insight or data to measure its impact won’t achieve the engagement it promises. Data without clear goals can’t guide decisions. Each pillar is important in its own right, but it’s only when they are considered together that the framework delivers its real value.

The 7 Pillars work because they ensure due consideration of technology, human and organisational factors. Taken together, they provide the foundation for websites that don’t just launch successfully but continue to evolve and generate impact.

Cogs in a machine

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