Design knowledge on agile role development is still nascent. Following the call for a theoretical and empirical investigation into the formation of roles in agile transformations, we elicited three design goals, six design principles and defined the pathway to achieving these goals. Our concept provides new insights into the dynamic and cohesive character of agile roles and adds role development as a key activity to the core of agile transformation. The results are based on a qualitative research methodology and design science research. We contribute to theory by providing a grounded approach for the situational development of dynamic agile roles based on design goals and principles, while practice can profit from the approach as our concept provides greater flexibility than the strict role definitions of agile frameworks.