This paper presents an agent-based methodological approach to design distributed service-oriented systems which can adapt their behaviour according to changes in the environment and in the user needs, even taking the initiative to make suggestions and proactive choices. The highly dynamic, regulated, complex nature of the distributed, interconnected services is tackled through a methodological framework composed of three interconnected levels. The framework relies on coordination and organisational techniques, as well as on semantically annotated Web services to design, deploy and maintain a distributed system, using both a top-down and bottom-up approach. We present results based on a real use case: interactive community displays with tourist information and services, dynamically personalised according to user context and preferences.