Many of the IT systems used in organizations are based on comprehensive generic enterprise software (ES) solutions. Accordingly, the process of implementing ES solutions, where generic features are configured and extended according to specific user needs represents a relevant context for digital design and innovation. Yet, besides a few exceptions, it remains little explored by IS research, and the dominant perspective on how generic solutions are implemented portrays a process with little flexibility to design and innovate digital solutions based on emerging user needs. In this paper, we address this gap by studying how innovation takes place during ES implementation. Our empirical analysis is based on data from the first phase of an ongoing case study, where we investigate the practices of five consultancy firms specialized in ES implementation. This paper contributes to the body of knowledge on ES implementation by proposing a conceptualization of how digital innovation takes place in the intersection between ES as a 'design infrastructure' and the needs of individual customer organizations.