The paper aims to model and analyse the way how complex services can be designed. The main issue of the complex service design is that stakeholders act within different contexts, because most cases are with more than one value proposition chains of services. The design of such complex services cannot be in isolation from other services in the entire service ecosystem. Therefore, this paper proposes a model to show how the service can be decomposed to atomic elements and how they can be used to design service with a better value proposition for service receivers. One of the most important roles in service modelling is the agent, which can be the provider, collaborator, or receiver of the service. The way how individual agents and teams are organized in the value proposition chain is a key factor for increasing service efficiency. Thus, the agents are usually distributed in different teams, serving for different services in different contexts. However, all those actions can be related, and mostly the relations are affecting the behaviour of agents in different environments. The paper is therefore to address how to describe the role of each agent in a specific context and connect it with the other contexts in service design. In order to validate the model, this paper demonstrates how to model the services in the smart mobility applications.
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