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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\u2019s 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. 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