Friday, May 5th, 2006

Old Navy Up to Some New Tricks

Category: Showcase

Everyone’s realizing the power of the “enhanced web” and is integrating it into their site, including larger corporations. A prime example of this is some new functionality that Old Naxy has added to their site.

To check it out, simply browse on over to a section of the site and mouseover one of the products. A “Quick Look” icon will appear on top of the item and, when clicked, will create a “popup” on the page with the details of that item. The interface allows you to change the item’s options (color of the shirt, quantity, etc) and add it directly to your shopping cart. The window can even be moved around for even more flexibility.

This is a prime example of using Ajax and Web 2.0 methods and technologies to enhance an experience people are already use to – shopping online. The added benefit here is keeping the rest of the items in the storefront visible while keeping the customer informed and in charge.

Posted by Chris Cornutt at 6:53 pm

3.2 rating from 59 votes


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It should be noted that both Gap and Banana Republic sites use this as well. They are all owned by same people. This has been in place for several months. Nice little touch in my opinion:)

Comment by Eric B — May 5, 2006

Actually it’s been up for a really long time, probably since late last Summer.

Comment by Vdiddy — May 5, 2006

well, that is for Banana Republic

Comment by Vdiddy — May 5, 2006

Lovely. The first thing they use this new “enhanced web power” for (after I enabled cookies, which they require,) is throwing an “inline pop-up” in my face about a 20% sale. They even call it a “pop-up!” ;)

The preview stuff is kind of neat, but there was a lot of iframe “navigation” noise in IE. Not sure if they’re just using a remote loading approach for compatibility, or if there’s actual XHR going on.

Comment by Scott Schiller — May 5, 2006

When Gap first put this on their site, they did a “beta” test by simply only showing the changes to people who got to the site by typing in “”. Anyone using the “” subdomain got the normal site. I wonder what percentage of users don’t go to the “www.” version? Must have been small enough for them to want to test it that way, but large enough to get a feel for site performance as well as user experience.

Comment by Joe P — May 5, 2006

“This is a prime example of using Ajax and Web 2.0 methods and technologies to enhance an experience people are already use to – shopping online.”

It’s also a prime example of technology released before it should have been. They locked out safari users for months when the new site was released, and I don’t think they have fixed the problem. Thats 6-12% of their market gone just like that. If you don’t really that 10% of people don’t get to hear your message, you don’t care enough about your message.

Comment by Wesley Walser — May 6, 2006

It’s nice and all but you get nothing without javascript enabled. I thought we were moving beyond the all or nothing approach, surely the site could have degraded to provide a stripped down version for non -js users? I really think that while they should be praised for providing a nice touch it should be highlighted that there are better ways of doing it.

Comment by Alan Wallace — May 6, 2006


To boring post…even more boring site…

Comment by Hakan Bilgin — May 6, 2006

Wesley: Safari users are 6-12%? How do you figure? The most recent stats from (probably the most diverse broad set available to the public–i.e., they do not favor one specific subset of users) have Safari at 2%. 6-12% is just a dream.

Comment by Josh — May 6, 2006

There is some new stat out i saw on a blog, all this web 2.0 is taxing bandwidth and server cpu usage to the point where developers are questioning its longevity.

I must wait till I’m back at the office and look through my email.

The new Old navy site seems slower.

Comment by David — May 7, 2006

Let’s just not that there are no xml request for this page on Old Navy, so they really just load all of the info on initial load and display it via javascript. Nice to see, not realy any ajax/xml requests going on :)

Comment by chad — May 7, 2006

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Comment by Dave Ashe — May 8, 2006

“Thats 6-12% of their market gone just like that.”

again, what world do you live in….

Comment by krazykarl — May 8, 2006

No real XHR requests going on? Sounds like you’re too much of a stickler for the literal interpretation of AJAX.

It’s not surprising, though, to see e-commerce businesses adopting AJAX and related technologies. Their credibility depends on it.

Comment by dkappe — May 8, 2006

Hi, Nice site with good functionality. Iliked the prompt idea of related products. I think it works better than list of related products listed there as it stimulates your mind like real salesmen selling in shop!! (Its like do you want a bang with laptop which is on special offer0 ;o)

Anywhere we can customisable scripts?

Nishant Pithia

Comment by Nishant PIthia — May 9, 2006

[…] Old Navy Up to Some New Tricks […]

Pingback by Ajaxian » — May 10, 2006


Comment by partypoker — August 3, 2006

Safari certainly seems to work with this function to me. Not sure if they updated the code, or whether Safari has been updated to work with such code. Good thing, Old Navy is a merchant I advertise on my site and wouldn’t want them to be unfriendly to macaholics such as myself.

Comment by Eric — September 19, 2006

[…] Product and Image Rollovers: When a user places their mouse over, or clicks on an object, Ajax can deliver a clean rollover with extra information or a larger product image. Old Navy has already implemented this on their website. I also just noticed yesterday that eBay is using Ajax rollovers for some of images when browsing through auction listings (Look for images with an ‘enlarge’ and an hourglass icon under an image. Once you place your mouse over it, the image enlarges). Amazon has been using an Ajax rollover in the upper tab of the navigation bar for more than a year now. Google is probably the king of using a lot of Ajax on many Google services. […]

Pingback by The Ecommerce Blog » Using Ajax with a Business Website — October 18, 2006

I’d like to code something similar. Anyone have a tutorial on how this is actually coded?

Comment by Nate — May 14, 2007

Y’all have way too much time on your hands . . .

Comment by Mia — August 9, 2007

Here is good tutorial for AJAX

Comment by Ajaxpert — November 16, 2007

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