The problem
Secret Santa websites are bloated and boring. All you need is a name out of a hat, but you get a whole product wrapped around it.
The research
The sites sell the admin: sign-ups, groups, gift shops. On one of the big ones, finding out who you got is a notification and a login.
The idea
Keep it simple and spend everything on delight. No accounts, just a private link by email. Everyone becomes a character from a Queensland Christmas, and your person is something you tear open.
The pivot
My first pass was loud everywhere, and the brand was shouting over the characters. So the surfaces went white, the UI went quiet and the characters took over. Now they do the talking.
The results
The draw, invites, wishlists and host board came together in a week. The real test is my family this Christmas. Nobody’s opened it for real yet, so that’s the result I’m waiting on.