Operations include selectively presenting application features to a service request interface. A service request interface may present service request data to an agent. The service request data may be used by the agent to process the service request. Based on the service request data, the system identifies application features which would be useful to the agent in processing the service request. The application features may be presented in the form of a set of toolbars customized for a particular kind of service request. The toolbars may be refined and restructured using a heuristic machine-learning model. The presence of a particular application feature may be reinforced or weakened based on factors such as frequency of use.