Mobile applications that encompass personalization and context-aware components are increasingly becoming more prevalent. The ability to offer personalized content and User Interfaces to the users of these applications, however, has still not been fully addressed. In this paper we describe a conceptual framework that establishes a User Profile and aims to monitor the usage patterns of users of a mobile application and, based on these patterns, provide both personalized, context aware content and user interfaces. The framework consists of four components that together contribute towards an overall Help on Demand service that is targeted at older age Smartphone users. A usage scenario is presented to describe the typical usage of the help on demand service.