Abstract: User interface (UI) personalization can improve usability and user experience. However, current systems offer limited opportunities for customization, and third-party solutions often require significant effort and technical skills beyond the reach of most users, impeding the future adoption of interface personalization. In our research, we explore the concept of UI customization for the self and others. We conducted a two-week study where nine participants utilized a custom-designed tool. This tool enables users to customize websites’ UI for themselves and to create and reply to customization assistance requests from others. Results suggest that people enjoy customizing for others more than for themselves. They see the received requests as challenges to solve and are motivated by the positive feeling of helping others. To customize for themselves, people need help with the creative process. We present challenges and opportunities for future research seeking to democratize access to personalized UIs, particularly through community-based approaches.