Data of prior online banking sessions is logged or stored and analyzed to identify online banking action patterns and pages or screens of an online banking website used to execute the actions. User profile data associated with executed actions is also identified. User profile data may involve the computing device used to access the site, location and/or temporal data such as date, time and frequency. When profile data of a current online banking session is received, rules dictating how the user interface of the online banking website can be selectively modified are accessed and applied to identify a page or screen to be presented to the user thus bypassing at least one intermediate page or screen that would have otherwise been presented to the user navigating the online banking website according to its pre-defined structure.