Abstract: A method to customize an online software application. The method includes displaying, using a user interface of the online software application, a message inviting user contribution to a customizable component of the online software application, receiving, from an initial seed user via a network connection and in response to displaying the message, a structural specification of the customizable component suggested by the initial seed user according to a requirement based on an attribute of the initial seed user, determining that a new user of the online software application matches the attribute of the initial seed user, and configuring, based on the structural specification of the customizable component suggested by the initial seed user, an instantiation of the online software application for the new user to perform a pre-determined task according to the requirement.