Techniques are described herein for generating a user interface configured for a mobile device, on-the-fly at run time, in response to receiving a request for a Web page from the mobile device. The user interface for the mobile device may show the Web page with an appearance and content that are similar to the same Web page that is viewed on other devices, such as a non-mobile device. Such similar appearance and content may be possible without an increase in cost because a layout of the Web page that is configured for a non-mobile device is used to generate the user interface. Thus, once the layout for a non-mobile device is launched, its corresponding mobile layout may be automatically ready for launch without incurring additional engineering effort. Accordingly, users can enjoy the same Web experience across a variety of devices.