Consumer products come in a variety of shapes, sizes, textures, colors, etc. Online shoppers will not only have to decide that they want shoes, but do they want blue suede shoes? And what size and width do they want them in? In the end the selection is constrained by the available inventory. As the user makes decisions, the set of choices gets more and more limited.
This type of product selection is typically handled with a multi-page workflow. On one page, the user selects a shirt and its color and size. After submitting the choice, a new page is displayed. Only when the user arrives at this second page does he find out that the "true navy" shirt is not available in the medium size.
The Gap accomplishes this kind of product selection in a single page (Figure 8-3) using Interactive Single-Page Process. The purple shirt is available in all sizes from XS to XXXL. Hovering over the dark blue shirt immediately discloses that this color is only available in XS and S sizes.
Figure 8-3. The Gap uses Interactive Single-Page Process to reflect the sizes for each product color choice in real time
There are some issues to consider when using an Interactive Single-Page Process.
The user's taste preference comes first. Either the color or the ...