diff --git a/app_builder/examples/wx_demo/mix.exs b/app_builder/examples/wx_demo/mix.exs
index 88ec9fea7..d12373993 100644
--- a/app_builder/examples/wx_demo/mix.exs
+++ b/app_builder/examples/wx_demo/mix.exs
@@ -38,16 +38,22 @@ defmodule WxDemo.MixProject do
           name: "WxDemo",
           url_schemes: ["wxdemo"],
           document_types: [
-            %{
+            [
               name: "WxDemo",
               extensions: ["wxdemo"],
-              macos_role: "Editor"
-            }
+              macos: [
+                role: "Editor"
+              ]
+            ]
           ],
-          server: WxDemo,
-          macos_build_dmg: macos_notarization != nil,
-          macos_notarization: macos_notarization,
-          windows_build_installer: true
+          macos: [
+            build_dmg: macos_notarization != nil,
+            notarization: macos_notarization
+          ],
+          windows: [
+            server: WxDemo,
+            build_installer: true
+          ]
         ]
       ]
     ]
diff --git a/app_builder/lib/app_builder.ex b/app_builder/lib/app_builder.ex
index 16bc14663..b4aa840f0 100644
--- a/app_builder/lib/app_builder.ex
+++ b/app_builder/lib/app_builder.ex
@@ -1,25 +1,8 @@
 defmodule AppBuilder do
   def bundle(release) do
-    os = os()
+    options = validate_options(release.options[:app])
 
-    allowed_options = [
-      :name,
-      :server,
-      icon_path: [
-        macos: Application.app_dir(:wx, "examples/demo/erlang.png")
-      ],
-      url_schemes: [],
-      document_types: [],
-      additional_paths: [],
-      macos_is_agent_app: false,
-      macos_build_dmg: false,
-      macos_notarization: nil,
-      windows_build_installer: true
-    ]
-
-    options = Keyword.validate!(release.options[:app], allowed_options)
-
-    case os do
+    case os() do
       :macos ->
         AppBuilder.MacOS.bundle(release, options)
 
@@ -34,4 +17,72 @@ defmodule AppBuilder do
       {:win32, _} -> :windows
     end
   end
+
+  defp validate_options(options) do
+    os = os()
+
+    root_allowed_options = %{
+      all: [
+        :name,
+        :icon_path,
+        url_schemes: [],
+        document_types: [],
+        additional_paths: []
+      ],
+      macos: [
+        app_type: :regular,
+        build_dmg: false,
+        notarization: nil
+      ],
+      windows: [
+        :server,
+        build_installer: false
+      ]
+    }
+
+    document_type_allowed_options = %{
+      all: [
+        :name,
+        :extensions,
+        :icon_path
+      ],
+      macos: [
+        :role
+      ],
+      windows: []
+    }
+
+    options = validate_options(options, root_allowed_options, os)
+
+    Keyword.update!(options, :document_types, fn document_types ->
+      Enum.map(document_types, fn options ->
+        validate_options(options, document_type_allowed_options, os)
+      end)
+    end)
+  end
+
+  defp validate_options(options, allowed, os) do
+    {macos_options, options} = Keyword.pop(options, :macos, [])
+    {windows_options, options} = Keyword.pop(options, :windows, [])
+
+    options_per_os = %{
+      macos: macos_options,
+      windows: windows_options
+    }
+
+    options = Keyword.validate!(options, allowed.all)
+    options_for_os = Map.fetch!(options_per_os, os)
+
+    allowed_without_defaults =
+      for option <- allowed.all do
+        case option do
+          atom when is_atom(atom) -> atom
+          {atom, _default} when is_atom(atom) -> atom
+        end
+      end
+
+    allowed_for_os = allowed_without_defaults ++ Map.fetch!(allowed, os)
+    os_options = Keyword.validate!(options_for_os, allowed_for_os)
+    Keyword.merge(options, os_options)
+  end
 end
diff --git a/app_builder/lib/app_builder/macos.ex b/app_builder/lib/app_builder/macos.ex
index 666396fdd..dd87df419 100644
--- a/app_builder/lib/app_builder/macos.ex
+++ b/app_builder/lib/app_builder/macos.ex
@@ -33,13 +33,15 @@ defmodule AppBuilder.MacOS do
       launcher_src_path
     ])
 
-    icon_path = Keyword.fetch!(options, :icon_path)
+    icon_path =
+      Keyword.get(options, :icon_path, Application.app_dir(:wx, "examples/demo/erlang.png"))
+
     dest_path = "#{resources_path}/AppIcon.icns"
     create_icon(icon_path, dest_path)
 
     for type <- Keyword.fetch!(options, :document_types) do
-      if src_path = type[:icon_path] do
-        dest_path = "#{resources_path}/#{type.name}Icon.icns"
+      if src_path = Keyword.get(type, :icon_path, icon_path) do
+        dest_path = "#{resources_path}/#{type[:name]}Icon.icns"
         create_icon(src_path, dest_path)
       end
     end
diff --git a/app_builder/lib/app_builder/windows.ex b/app_builder/lib/app_builder/windows.ex
index db3396c61..34571faaa 100644
--- a/app_builder/lib/app_builder/windows.ex
+++ b/app_builder/lib/app_builder/windows.ex
@@ -30,11 +30,15 @@ defmodule AppBuilder.Windows do
     vcredist_path = ensure_vcredistx64()
     copy_file(vcredist_path, "#{app_path}/vcredist_x64.exe")
 
-    create_icon(options[:icon_path], "#{app_path}/AppIcon.ico")
+    icon_path = options[:icon_path]
+
+    if icon_path do
+      create_icon(icon_path, "#{app_path}/AppIcon.ico")
+    end
 
     for type <- Keyword.fetch!(options, :document_types) do
-      if src_path = type[:icon_path] do
-        dest_path = "#{app_path}/#{type.name}Icon.ico"
+      if src_path = Keyword.get(type, :icon_path, icon_path) do
+        dest_path = "#{app_path}/#{type[:name]}Icon.ico"
         create_icon(src_path, dest_path)
       end
     end
diff --git a/app_builder/lib/templates/macos/Info.plist.eex b/app_builder/lib/templates/macos/Info.plist.eex
index 7d7d40c1a..c2009f0d3 100644
--- a/app_builder/lib/templates/macos/Info.plist.eex
+++ b/app_builder/lib/templates/macos/Info.plist.eex
@@ -41,25 +41,25 @@
   <%= for type <- types do %>
     <dict>
       <key>CFBundleTypeName</key>
-      <string><%= type.name %></string>
+      <string><%= type[:name] %></string>
       <key>CFBundleTypeRole</key>
-      <string><%= type.macos_role %></string>
+      <string><%= type[:role] %></string>
       <key>CFBundleTypeExtensions</key>
       <array>
-      <%= for ext <- type.extensions do %>
+      <%= for ext <- type[:extensions] do %>
         <string><%= ext %></string>
       <% end %>
       </array>
     <%= if type[:icon_path] do %>
       <key>CFBundleTypeIconFile</key>
-      <string><%= type.name %>Icon</string>
+      <string><%= type[:name] %>Icon</string>
     <% end %>
     </dict>
   <% end %>
   </array>
 <% end %>
 
-<%= if @app_options[:macos_is_agent_app] do %>
+<%= if @app_options[:app_type] == :agent do %>
   <key>LSUIElement</key>
   <true/>
 <% end %>
diff --git a/app_builder/lib/templates/windows/Installer.nsi.eex b/app_builder/lib/templates/windows/Installer.nsi.eex
index 6452d6658..30375a471 100644
--- a/app_builder/lib/templates/windows/Installer.nsi.eex
+++ b/app_builder/lib/templates/windows/Installer.nsi.eex
@@ -23,7 +23,9 @@ RequestExecutionLevel admin
 ;Pages
 
 ;!insertmacro MUI_PAGE_COMPONENTS
+<%= if @app_options[:icon_path] do %>
 !define MUI_ICON "AppIcon.ico"
+<% end %>
 !insertmacro MUI_PAGE_DIRECTORY
 !insertmacro MUI_PAGE_INSTFILES
 
@@ -46,18 +48,22 @@ Section "Install"
 
   File /r rel rel
   File "<%= app_name %>Launcher.vbs"
+<%= if @app_options[:icon_path] do %>
   File "AppIcon.ico"
+<% end %>
 
   CreateDirectory "$INSTDIR\Logs"
   WriteUninstaller "$INSTDIR\<%= app_name %>Uninstall.exe"
 
 <%= for type <- Keyword.fetch!(@app_options, :document_types) do %>
-<%= for ext <- type.extensions do %>
-  WriteRegStr HKCR ".<%= ext %>" "" "<%= app_name %>.<%= type.name %>"
+<%= for ext <- type[:extensions] do %>
+  WriteRegStr HKCR ".<%= ext %>" "" "<%= app_name %>.<%= type[:name] %>"
 <% end %>
-  WriteRegStr HKCR "<%= app_name %>.<%= type.name %>" "" "<%= type.name %>"
-  WriteRegStr HKCR "<%= app_name %>.<%= type.name %>\DefaultIcon" "" "$INSTDIR\<%= type.name %>Icon.ico"
-  WriteRegStr HKCR "<%= app_name %>.<%= type.name %>\shell\open\command" "" '$WINDIR\system32\wscript.exe "$INSTDIR\<%= app_name %>Launcher.vbs" "open_file:%1"'
+  WriteRegStr HKCR "<%= app_name %>.<%= type[:name] %>" "" "<%= type[:name] %>"
+<%= if type[:icon_path] || @app_options[:icon_path] do %>
+  WriteRegStr HKCR "<%= app_name %>.<%= type[:name] %>\DefaultIcon" "" "$INSTDIR\<%= type[:name] %>Icon.ico"
+<% end %>
+  WriteRegStr HKCR "<%= app_name %>.<%= type[:name] %>\shell\open\command" "" '$WINDIR\system32\wscript.exe "$INSTDIR\<%= app_name %>Launcher.vbs" "open_file:%1"'
 <% end %>
 
 <%= for url_scheme <- Keyword.fetch!(@app_options, :url_schemes) do %>
@@ -72,7 +78,7 @@ Section "Install"
 SectionEnd
 
 Section "Desktop Shortcut"
-  CreateShortCut "$DESKTOP\<%= app_name %>.lnk" "$INSTDIR\<%= app_name %>Launcher.vbs" "" "$INSTDIR\AppIcon.ico"
+  CreateShortCut "$DESKTOP\<%= app_name %>.lnk" "$INSTDIR\<%= app_name %>Launcher.vbs" "" <%= if @app_options[:icon_path] do %> "$INSTDIR\AppIcon.ico" <% end %>
 SectionEnd
 
 Section "Uninstall"
diff --git a/mix.exs b/mix.exs
index f37c42c97..07d538c31 100644
--- a/mix.exs
+++ b/mix.exs
@@ -146,31 +146,34 @@ defmodule Livebook.MixProject do
         ],
         app: [
           name: "Livebook",
-          icon_path: [
-            macos: "rel/app/icon-macos.png",
-            windows: "rel/app/icon.ico"
-          ],
           url_schemes: ["livebook"],
           document_types: [
-            %{
+            [
               name: "LiveMarkdown",
               extensions: ["livemd"],
-              icon_path: [
-                macos: "rel/app/icon.png",
-                windows: "rel/app/icon.ico"
+              macos: [
+                icon_path: "rel/app/icon.png",
+                role: "Editor"
               ],
-              macos_role: "Editor"
-            }
+              windows: [
+                icon_path: "rel/app/icon.ico"
+              ]
+            ]
           ],
           additional_paths: [
             "rel/erts-#{:erlang.system_info(:version)}/bin",
             "rel/vendor/elixir/bin"
           ],
-          server: LivebookApp,
-          macos_is_agent_app: true,
-          macos_build_dmg: macos_notarization != nil,
-          macos_notarization: macos_notarization,
-          windows_build_installer: true
+          macos: [
+            icon_path: "rel/app/icon-macos.png",
+            build_dmg: macos_notarization != nil,
+            notarization: macos_notarization
+          ],
+          windows: [
+            server: LivebookApp,
+            icon_path: "rel/app/icon.ico",
+            build_installer: true
+          ]
         ]
       ]
     ]