A user experience repository may contain base layouts and variant metadata for applications of an enterprise. An application design platform may receive, from a designer, an indication of a selected base layout for a selected application and interact with the designer to create a user experience variant (e.g., a page layout). The designer may then define an assignment rule for the user experience variant, the assignment rule including custom logic and multiple user parameters (e.g., a user role, country, language, etc.), and the system may store information about the user experience variant and assignment rule. An enterprise application service platform may determine that a user is accessing the selected application and evaluate the custom logic of the assignment rule based on user parameters of the user accessing the selected application. In accordance with the evaluation, the system may arrange to provide the appropriate user experience variant to the user.