Though an abundance of novel "data transformation" technologies have been developed (such as compression, level-of-detail, layout optimization, and indexing), there remains a notable gap in the adoption of such services by scientific applications. In response, we develop an in situ data transformation framework in the ADIOS I/O middleware with a 'plug in' interface, thus greatly simplifying both the deployment and use of data transform services in scientific applications. Our approach ensures user-transparency, runtime-configurability, compatibility with existing I/O optimizations, and the potential for exploiting read-optimizing transforms (such as level-of-detail) to achieve I/O reduction. We demonstrate use of our framework with the QLG simulation at up to 8,192 cores on the leadership-class Titan supercomputer, showing negligible overhead. We also explore the read performance implications of data transforms with respect to parameters such as chunk size, access pattern, and the 'opacity' of different transform methods including compression and level-of-detail.