Don’t Google – ‘momo’! Use "Time to Momo" to plan your ideal city trip.
The website with the best tips from locals, the perfect hotels and all the must-see highlights.
For many people, time to momo travel guides are the ultimate way to discover a city. These guides help you find the best restaurants or a cosy hotel in the city centre, and learn which neighbourhoods you shouldn’t miss in Berlin, Paris or other European cities. In addition to the travel guidebooks, time to momo has taken the next step by launching an app and website to provide even more personalised advice based on your preferences.
Are you travelling with your family or exploring a city on your own, have you been there before or are you visiting for the first time, do you want to go shopping or visit museums? You’re probably looking for a different way to spend your city break than someone else. With time to momo, you get a unique pre-selection that will make your hotel search a lot easier.
The website with the best tips from locals, the perfect hotels and all the must-see highlights.
What was delivered
The website with the best tips from locals, the perfect hotels and all the must-see highlights.
Technology we used
The type of team used
How we delivered
During our workshops with the team from time to momo, we took a close look at the sales funnel and translated the goals into measurable KPIs. We came to realise that there are two focal points: increasing visibility and creating clarity for the visitor. By providing the right content, improving the user flow and setting up a solid information architecture, we allow the user to proceed from any page to find the perfect hotel for their trip.
Annemiek
Successful proof of concept
After a tech scan review of the current technology – which concluded that good choices had been made and there was a solid foundation to build on – we started working on the desired user experience. We mapped out the customer journey based on the available data and insights, and we started user story mapping to design the desired journeys. This made the rough ideas from the beginning of the project more concrete. We remained focused on the basic question: how do we best help the customer achieve their goal?
The website was developed in four two-week sprints with an emphasis on future-proofing the technology, business logic and integrations with sites like Booking.com. This was necessary because a successful proof of concept had to lead to a roll-out to another 40 time to momo cities. And since the website has to serve up quite a lot of content, performance is essential.
Find the perfect hotel in Paris quickly and easily
The time to momo app already had the option to ask for personal city trip advice. However, the website was mainly focused on consuming content: you could find tips on restaurants, sights and must-see events, and you could easily purchase a city guide containing walking routes and city highlights in the app or via a downloadable guide. The goal was to make it easier for website visitors to book a city trip by offering personal advice and personalised content.
We started a proof of concept for Paris with some rough ideas about how to make the advice on the website as personal as the advice in the time to momo app, and how to convince visitors of the added value of booking a hotel for their city trip via the platform. The goal was clear: since travel traffic was expected to surge again following the lifting of coronavirus regulations in Europe, the proof of concept had to be launched in just two months’ time, before people started booking for the summer holidays.
By dissecting our visitors’ journeys together, we discovered that we need to offer different content to our website visitors. 80% come to our website organically, for example, from a blog about vintage shops in Paris. That visitor is not yet ready to book a city trip.
René Bego
Founder
Smart content architecture for Time to Momo
The new set-up also allows for data-driven improvements to increase conversion, such as changing where to show what content and in what order
The new architecture enables "Time to Momo" content editors to make quick changes, such as showing different hotels for a specific blog post
Flexible and sustainable digital architecture
By making choices in the CMS architecture before building it, it has become possible to apply content categorisation, which shows certain content dynamically based on what a user does.
Smart content architecture for Time to Momo
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