The Web is truly becoming ubiquitous now that more and more people own a mobile device with a web browser. Many users want to exploit the fact that they can be online practically 24 hours a day, and they have ideas about what services they need. However, most of the users are not proficient in any programming language, so they are depending on a relatively small number of software engineers to help them create the desired services. This is slowing down the potential progress, and creating a need for better ways to involve users in their own service development. In this paper, we first present a method for end user-based service composition which is developed in the UbiCompForAll project. Thereafter, we investigate the effect of making a small incremental (plus alpha) improvement to an existing scenario. As a showcase, we use the “Doctor’s appointment” scenario to illustrate how end users can be involved in the creation of web-based services for themselves. The plus alpha scenario clarifies that newly achieved service compositions can significantly profit from previous ones by reusing existing building blocks.