Various embodiments herein include one or more of systems, method, software, and data structures that are utilized in presenting rows of data within user interfaces of mobile devices. Some embodiments include a presentation server that operates between a backend software system and a device app to obtain data from the backend system, transform and format the data according to a presentation template, and provide the data to the deice app. Other embodiments include the device app that receives formatted data from the presentation server and presents the data on a device according to the presentation template.