We're excited to announce our latest case study – overhauling Santa's digital experience to provide a better Christmas for everyone! We reviewed his (sadly non-existent) digital presence, and helped create a new tool that makes life easier for children, parents, and elves.
Santa delivers presents to billions of children in every country around the world, which would be impressive enough, were it not for the added challenge that he does this personally, in one night every year. While his mastery of the space-time continuum is admirable and he has a fantastic brand built up, Santa's business required a digital review to improve his worldwide customer experience and to ensure his business could continue to improve on its solid foundations. With that in mind, we set out to do the following:
Santa came to us with a clear need to innovate digitally, with goals like "HO HO HOPE you can make me an app so I can be bigger than Amazon..." (this was followed by a moment of awkward, cringing silence), but he hadn't formulated a clear strategy around how best to achieve this objective. Rather than starting with potential solutions, we decided we needed to speak with key stakeholder and customer groups to gain a better understanding of what was needed to make Christmas a special time of year for everyone.
Above: Santa - perplexed by the digital world
We sat down with a number of parents and children to talk about how they saw Christmas time and what they saw as key concerns that needed to be addressed:
Above: Some of the initial comments from children during our interviews
We also traveled to Lapland and got a chance to run a number of workshops with Santa's internal elf team, to learn what they wanted to get out of the system.
Above: We took a Lapland Uber (left) to Santa's workshop (right) to conduct stakeholder interviews.
A key insight we found was that elves dreaded Christmas every year, as they had to decipher children's handwriting and get the right gifts made. They felt the process was inefficient and prone to errors, and wanted a more precise system, so they could reduce workplace stress.
Above: Stakeholder management has its challenges
An initial sketch of the digital solution we put together for Santa.
Based around the above ideas, we set about putting together a solution to address everyone's needs. We sketched out, prototyped, and tested a responsive website, allowing kids to select items they wanted by putting them in a 'sack'. Parents could then easily approve or modify the sack, before confirming the gift order. Finally, elves could easily and accurately see what they would need to build, making them more efficient and cutting down on workplace mistakes.
Since launch this year, we've seen a measurable impact across Santa's business and with his customers:
We're incredibly proud of what we did on this project, and hope to work with Santa once again next year.