Augmented reality (AR) is a technology that embeds digital information onto real-world objects through the use of visual overlays, employing devices such as smartphones, tablets, or head-mounted displays. The goal of AR is to enrich human comprehension and interaction with the physical environment. The creation of AR software applications is complex and traditionally requires advanced coding skills. To simplify AR development, we propose ARWFML, a domain-specific visual modeling language for designing AR scenarios as executable AR applications, enabling users to define augmentations and AR workflows graphically. The research process described in this paper was conducted following the Design Science Research (DSR) paradigm and was organized into four design cycles. First, the modeling language was designed at a conceptual level, followed by the initial implementation of the language on the two-dimensional (2D) metamodeling platform ADOxx. Since 2D modeling tools are inadequate for three-dimensional (3D) modeling, MM-AR, a new web-based 2D and 3D modeling environment for augmented reality applications, was developed in the third design cycle. Additionally, the usefulness of the new modeling environment was demonstrated through use cases of the new modeling language on the platform, and the environment was evaluated across multiple facets, highlighting the potential of the modeling language for AR development. Finally, in the fourth design cycle, the execution of ARWFML models was addressed, proving that ARWFML models are executable as AR applications.