1. A computer implemented method comprising: determining a current context for a particular user using an application having a plurality of user interface elements, wherein the current context is based in part on a current locale of the particular user, a current attribute of the particular user, a current time, or a current date, the current context automatically and dynamically determined by the computer while the particular user uses the application; ranking the user interface elements based on the current context; and displaying one or more of the plurality of user interface elements based at least in part on the ranking of user interface elements.