Methods and apparatus, including computer systems and program products, for personalizing applications. Context information and an identification of a first user interface (UI) element is transmitted to a repository. Personalization information for the first UI element is received from the repository, and used to display the first UI element in an application user interface. The personalization information includes first personalization data corresponding to a first personalization associated with the context information, and second personalization data corresponding to a second personalization associated with the context information. In some embodiments, a unified personalization framework, which can include a common user interface, a common functional interface, a common data model, and a common storage area, provides a uniform approach that can be used to personalize multiple types of UI elements in multiple applications and at multiple levels.