Agree with Paul - this is not possible in standard X-Cart and would require some reasonably complex programming changes (i.e. not something a newbie without php knowledge would be able to do themselves too easily) - but do read on, as part of what you want exists in standard x-cart.
I see a possible solution as being slightly different than Paul suggested - i.e. using product variants to achieve this
Product variants are a standard built in feature for X-Cart whereby, as you change option (variant product) choice, then the photo of the product changes.
Really there are three things you could be wanting to do in the example you posted:-
a) Have the photo change when an Option (these are called variants in X-Cart) is chosen - standard X-Cart can do this using product options and product variants (but only as a single product on it's own product page e.g. one of the log cabin models and as change wood the photo would change.
b) Have several products (together with the variants show on the same page) - this would be the normal "Sub-category" page view - but with the ability for options and variants to be shown as well on the Sub-category page.
c) Have the variants products show as a table (rather than drop down list)
The difference in standard x-cart is that each product appears with variants on it's own product page - not in a drop down list several "variant" products shown as list down one page.
As a basis to doing this, I do remember someone did a select variants from sub-category page (which is essentially what this would be) - module they did is here
http://forum.x-cart.com/showthread.php?t=36132&page=3&highlight=options
See an example of this module working at
http://www.easycoffee.com.au/home.php?cat=249 (you can choose the option / variant on the sub-category page.
So basically this enables you to have someone choose the variant (e.g. different wood for log cabin) on the sub-category page - what you would need to do (have someone code for you) is have it, so that when a variant is chosen it changes the photo to show a new photo of that variant (in same way that a new photo is shown at present on the product page, when a new variant is chosen in standard x-cart when a variant is chosen on the product page).
Another module someone has done is to have variant products show as a table - see
http://forum.x-cart.com/showthread.php?p=206012
Intel forum member Jon has a version of this for this on a single product table - see
http://www.phpsitesolutions.com/x-cart_variant_chart.htm
So yes it it can be done
a) if you can live with these appearing on a single product page (and photo changing as someone chooses the variant) - X-Cart Standard product does this...
b) If you want the same layout as the page you gave as example - it will take a combination of a couple of modules and some programming skill to make it work (perhaps Intel could help since his module does the "c" part of it and the variants chosen on sub-category module is free, thanks to the nice forum member who shared the code they paid for).
Just offering a possible solution on how this could be done - hope comments are useful.
Cheers - Asiaplay