A computer system for improving a user interface (UI) is disclosed. The system includes a reinforcement module that obtains (i) a shortest path to a goal in the UI and (ii) user interaction experiments; a distance module that determines a reinforcement distance for each page of the UI based on the user interaction experiments; and a step analysis module that determines a count of times that user interaction experiments indicate a deviation from each step of the shortest path. The determination is based on the determined reinforcement distance for the page of the UI associated with the step. The reinforcement module is configured to, in response to determining that a step requires reinforcement, generate a reinforcement for the step. Generating the reinforcement includes at least one of generating a prompt for an action associated with the step and altering a UI element associated with the step.