Patent ID: 8539337

Claim:
A non-transitory computer-readable storage medium operating in a web server, having embodied therewith computer instructions for: presenting at an Internet browser an existing web page presenting data supplied by the web server, the web page identifying a plurality of selectable building blocks for requesting a different presentation of a portion of the data supplied by the web server and comprising an embedded asynchronous script for providing the presentation of the portion of the data, the different presentation comprising at least a different format for arranging and presenting the portion of the data; receiving from the Internet browser a request to create a new viewing profile for the existing web page, the new viewing profile comprising a selection of at least a portion of the plurality of selectable building blocks; creating the new viewing profile by generating a first asynchronous script for providing the different presentation of the portion of the data supplied by web server in accordance with the new viewing profile; based on the first asynchronous script, updating the embedded asynchronous script in the existing web page to yield an updated web page with the different presentation of the portion of the data; and presenting at the Internet browser the updated web page with the different presentation of the portion of the data, wherein the presenting is performed without requiring the Internet browser to engage in a refresh operation using the web server.