Abstract: Techniques are provided for presenting and dynamically updating a user interface that represents features/services associated with a service provider. For example, a user interface element associated with services offered by a service provider may be maintained. Further, instructions to present the user interface element with at least a first portion that represents a service of the services that is accessible may be provided. Information corresponding to an interaction with the service provider may be received. A second portion of the user interface element to present may be determined based at least in part on the received information and aggregate user data that identifies interactions by a plurality of users with the services offered by the service provider. Instructions may be provided to present the user interface element with the first portion and the determined second portion.