The popularity of Service Oriented Computing (SOC) brings a large number of distributed, well-encapsulated and reusable services all over internet, and makes it possible to create value-added services by means of service composition. Current composition styles are too professional to those end users when building their own applications. Actually, the end user would prefer rapidly discovering “best-of-breed” services to assemble as well as visually personalizing the presentation to enjoy rich experiences. In our work, we propose a composition approach to facilitate service composition in a fast and simple manner. We try to solve composition difficulties from the end user perspective: on demand service selection, automated QoS negotiation and visualized service composition. In our approach, similar candidate services are aggregated together as a unified resource, whose wide QoS spectrum can be easily manipulated by the end users to satisfy their requirements. Then they can personali...