The paper presents insights from a longitudinal case study of an insurance company. Digital transformation requires companies to review their strategy. Today, information technologies fundamentally transform whole business models, products, and services. Innovations are an opportune strategy for companies to compete in the digital age and to transform their business models, taking a service perspective on their value creation. Service Dominant Architecture (SDA) offers practitioners a framework and environment to design and operate service systems and systems of engagement. Furthermore, it stimulates collaborative theorizing processes by involving decision-makers, managers, and practitioners in general as active participants in the research process (midrange-theory). Our focus is on evolving and applying our framework and IT artifact SDA. SDA provides guidance to practitioners and researchers, respectively, on how to build implementable and operable solution designs in real practice. Our research on SDA is primarily informed and guided by a Design Science Research (DSR) approach.