GARMIN CONTENT STRATEGY

Objectives

Project goals

• Determine if Garmin’s digital content is relevant for users

• Identify problem areas and find content gaps

• Perform quality evaluations

• Improve content discoverability and information structure

• Enhance the overall website usability



Audit

First, I researched all of the relevant company information for Garmin, including their online presence, competition, and new product launches. Then, I conducted a 30-page audit of Garmin’s website to gauge the quality and types of content provided. Carefully dissecting the content components of each page, I focused on analyzing the topics, key messages, and CTAs.

Voice and Tone

Garmin's voice mostly speaks as a group in the first person, using terms such as "our" and "we." However, it also occasionally switches to the third person and references the company name, Garmin. It appears to come across as more of an adult man, rather than a woman, speaking on behalf of a large enterprise.

The company's tone would be described as enthusiastic, casual, friendly, respectful, upbeat, passionate and informative.

Competitive Analysis

I completed a competitive analysis between Garmin and Fitbit. Specifically, I looked at a product marketing page and support page from each site, breaking down the topics covered, content components, CTAs, voice, tone, and key messaging.

Components: Garmin has a larger amount of product shots, which is an advantage over Fitbit. However, Fitbit does a slightly better job calling out the best product features in a way that's more user friendly, scannable and easier to read.

CTAs: Fitbit has more CTAs on both the product and support pages, which is an advantage over Garmin.

Voice: Both Garmin and Fitbit have similar voices.

Tone: They also have similar tones, and both switch to a less enthusiastic, more matter-of-fact, tone in the support section.

Messaging: On Garmin’s site, users have to know what they're looking for in the support section. Garmin doesn't offer commonly searched questions or articles upfront. However, Fitbit reveals second level content to users, and provides more information and suggested FAQ content on the support page.

Key Content Findings

1. Lack of descriptive CTAs and links leads to weak information and POOR accessibility.

Garmin’s lack of descriptive links creates uncertainty for users and is a problem for accessibility. Their “Learn More” buttons provide no predictability to where the site takes the user once they’ve clicked on them. As Nielsen Norman point out (https://www.nngroup.com/articles/learn-more-links/), in order to have successful content, a site must have links that are:

• Descriptive

• Scannable

• Accessible

• Predictable

Recommendations:

→ Use keywords that describe the link’s destination

→ Convert the heading into the link

→ Add more descriptive keywords to the “Learn More” format

Meaningful links will help SEO, accessibility, and user scannability.

2. Emphasis on search as only navigation tool limits content discovery.

The user has to know exactly what they’re searching for — Garmin doesn’t provide any second level support content. Relying solely on search navigation really limits content discovery. Instead, Garmin should provide users with commonly searched questions, FAQs, or articles upfront. Both the website and the user would benefit from Garmin’s assistance in a guided search, as there is an abundance of information and the site can be difficult to navigate if you don’t know specifically what you’re looking for.

3. Garmin’s user-centric language engages users and helps page readability

Garmin puts their users first by connecting and conversing with them. Having a customer-focused and friendly tone throughout their site provides effective content that users can engage with. Nielsen Norman identifies that the best user-centric copy is relatable and conversational, avoiding business jargon and feature-driven language. (https://www.nngroup.com/articles/user-centric-language/)

As seen in the above screenshot, Garmin excels in:

→ Focusing on the benefits of using the products

→ Using words people can relate to

→ Speaking to their users, rather than at them

4. Too much focus on top of the funnel customer journey content and not enough on bottom of the funnel content restricts user engagement

As seen in the example above, Garmin front loads their content on the sales pages, and lacks content on the support pages. When a site is top funnel heavy, there is not enough focus on post-purchase use, cultivation or advocacy. This creates very company-centric content, rather than user-centric.

5. Inconsistent use of video transcripts and closed captions is a web content accessibility violation

As stated in the Web Content Accessibility Guidelines, websites must “provide text alternatives for time-based media” — captions and audio description or media alternative. Garmin is inconsistent with their use of video captions and descriptions, which is an accessibility violation. This prohibits disabled users from being able to fully access their content. As a brand that is focused on mobility, Garmin should be sure to provide content that is readily attainable for those with disabilities.