Question-led navigation for complex services
Exploring whether buyer questions can outperform internal service labels in an early-stage journey.
The question
Will visitors find the right path faster when navigation reflects their problem?
What we know so far
- → Question labels help unfamiliar buyers.
- → Known buyers still prefer conventional service names.
- → A hybrid structure is the next prototype.
This field note will be updated as the experiment develops. Last reviewed: May 2026.