Embodiments may be associated with a user interface design for an application. An intelligent user interface platform may collect user experience data associated with a user's interactions with the application over time (e.g., user actions, touchscreen interactions, computer mouse clicks, attention information, context information, etc.). The intelligent user interface platform may then analyze the user experience data (e.g., looking for most visited interface locations, most used actions, infrequently accessed functions, common user mistakes, etc.). The intelligent user interface platform may also automatically create a user interface design adjustment based on the analysis. For example, the user interface design adjustment might be associated with a menu item, a sub-menu item, an application action, an icon location, adding a display element, removing a display element, etc.