Involving users in the development of a modeling language for customer journeys

Abstract

Although numerous methods for handling the technical aspects of developing domain-specific modeling languages (DSMLs) have been formalized, user needs and usability aspects are often addressed late in the development process and in an ad hoc manner. To this concern, this paper presents the development of the customer journey modeling language (CJML), a DSML for modeling service processes from the end-user’s perspective. Because CJML targets a wide and heterogeneous group of users, its usability can be challenging to plan and assess. This paper describes how an industry-relevant DSML was systematically improved by using a variety of user-centered design techniques in close collaboration with the target group, whose feedback was used to refine and evolve the syntax and semantics of CJML. We also suggest how a service-providing organization may benefit from adopting CJML as a unifying language for documentation purposes, compliance analysis, and service innovation. Finally, we distill what we learned into general lessons and methodological guidelines.