Cool idea! Have you ever designed a library? If not, then my recommendation would be to start with it, for example in Typescript if you are familiar with it. I

Cool idea! Have you ever designed a library? If not, then my recommendation would be to start with it, for example in Typescript if you are familiar with it. I.e. build a set of functions that allow you to create the datastructure (AST) above. That is the most important part, encoding it into json or something like that is very easy afterwards. If you feel comfortable with your result, then you can think about turning it into a DSL. Reasons to do so include mostly syntactical concerns (since you don't want designers to learn typescript, even if it's a subset). You will have to do a lot of the things that the host-language otherwise does for you though, including syntax-highlighting, type-checking and so on.