A system, method, and computer program product for optimizing a graphical user interface in support of a business process are provided. User activity in a first version of the graphical user interface is logged and compared against a first GUI definition to generate variance data. The variance data is compared to a user proficiency rating generated from personnel and/or reputational data for the user(s) to determine whether and the manner in which to implement the variance data in a second version of the GUI.