Abstract: A user interface of an application is identified as designated for presentation to a particular end user of the application, the user interface rendered based at least in part on a user interface template, the user interface template including a plurality of placeholders, and the user interface adapted to receive user inputs. At least one attribute of the particular end user is identified. A first set of user interface (UI) building blocks is selected from a plurality UI building blocks, the first set of UI building blocks including at least one configurable UI building block dynamically selected based on the identified attribute of the particular end user. At least one placeholder of the user interface template is populated with the first set of UI building blocks to render the user interface for presentation to the particular end user. The user interface is presented to a user of the application.