Great customer experiences make choices easy. Too much choice is as bad as too little - an abundance of options increases stress as customers worry about making a bad decision, a phenomenon known as “the paradox of choice”. It also increases the effort required to make the decision. At JD sports in Westfield, this touchscreen allows you to explore the range of Nike trainers and find the best one for you by presenting a few options at a time (progressive disclosure). The interface is attractively designed and it is straight-forward to use.