In one embodiment, a method includes accessing a base user experience (UX) including a user interface (UI) corresponding to one or more features of a computing system; determining one or more user categories based at least in part on previous interactions with the UI by a number of users; classifying, using a machine-learning algorithm, a particular user into one or more of the user categories based at least in part on current interactions of the particular user with the UI; and determining, relative to the base UX, one or more modifications to the UI based at least in part on the classification of the particular user into one or more of the user categories. The modifications to the UI modify one or more features of the UX. The method also includes applying the modifications to the UI; and providing the UI as modified for display to the particular user.