Existing literature has extensively discussed that supply chain visibility (SCV) can help to improve supply chain performance. Yet there is no sound approach available to effectively operationalize SCV. We posit that information sharing alone is not decisive for SCV, as SCV is context sensitive. On one side, there is the generator role that shares information. However, we posit that there is also the utilizer role, which aims to solve specific management problems. This study documents three knowledge moments in the search for SCV in the age of big data. The first knowledge moment is of a nomothetic science, where we define SCV from a utilizer and generator perspective. The second knowledge moment is of a nomothetic design, where we developed an ISDT and proposed five design principles. Finally, the third knowledge moment is of an ideographic design, where we described an actual implementation in an actual garment supply chain.