A method and apparatus for a self-learning user interface is provided. The method comprises receiving selection data that indicates a first plurality of user selections with respect to a first plurality of views of a workflow associated with a task; receiving an instruction to initiate a current session of the workflow; accessing the selection data and one or more models of user behavior generated from a second plurality of user selections associated with a plurality of users; determining a plurality of elements that were not selected by the user; determining to remove at least one of the first plurality of views of the workflow or a subset of the plurality of elements; generating a second plurality of views of web content for the user by excluding the removed at least one of the first plurality of views of the workflow or the removed subset of the plurality of elements.