Senior Journey & Service Designer – Conversational Experiences

📍 Job Overview

Job Title: Senior Journey & Service Designer – Conversational Experiences

Company: Sun Life

Location: Toronto, Ontario, Canada

Job Type: Full-Time

Category: Customer Experience Design / Service Design

Date Posted: January 30, 2026

Experience Level: 5-10 Years

Remote Status: Hybrid

🚀 Role Summary

• Design and optimize end-to-end, omni-channel client experiences, with a specific focus on conversational interfaces like chatbots and virtual assistants, to enhance client financial security and well-being.

• Lead the strategic application of service design methodologies to reimagine complex client journeys, ensuring a balance between client needs, business objectives, and operational realities.

• Drive the design and evolution of AI-enabled and human-assisted interactions, translating complex systems and policies into intuitive and engaging client experiences.

• Collaborate closely with cross-functional teams including UX, Product, Operations, Technology, and Data/AI to co-create and deliver innovative service solutions.

• Analyze current-state processes and technologies to inform the design of scalable, future-state services that deliver measurable business and client impact.

📝 Enhancement Note: This role is positioned as a Senior Service Designer with a specialized focus on Conversational Experiences and AI-enabled interactions within the broader context of client journey design. The emphasis on "Conversational Experiences" suggests a need for expertise in UX writing, chatbot design, virtual assistant development, and understanding natural language processing (NLP) principles, integrated into a holistic service design framework. The role operates within the Canadian Client Experience Office (CXO), indicating a strategic importance for client-centric innovation.

📈 Primary Responsibilities

• Design integrated, omni-channel client experiences, encompassing digital, non-digital, conversational, AI-driven, and human-assisted touchpoints, informed by client behavior, business strategy, and operating models.

• Lead the exploration, definition, and design of a portfolio of client journeys using service design methodologies, producing deliverables such as competitive scans, service blueprints, future-state journey maps, system maps, storyboards, concepts, iterative prototypes, and user testing reports.

• Design and optimize conversational experiences (e.g., chatbots, virtual assistants, automated messaging) as integral components of broader service journeys, ensuring interactions are intuitive, inclusive, and aligned with client intent and emotional context.

• Apply conversational design and linguistic principles to define tone, voice, prompts, error handling, recovery moments, and escalation paths from automation to human support.

• Create and maintain essential conversational artifacts, including conversation flows, intent models, sample dialogues, and experience principles, ensuring alignment with brand voice and desired service outcomes.

• Visually map conversational interactions within service blueprints and journey maps, clearly illustrating handoffs between AI systems, digital channels, contact centre agents, and back-office processes.

• Conduct thorough business and technical analysis to understand current processes, technologies, and operational constraints, enabling the design of realistic and scalable future-state services.

• Partner closely with colleagues across business strategy, UX, product development, data/AI, contact centre operations, legal, and technology to support discovery, co-creation, and roadmap definition initiatives.

• Translate complex systems, policies, and AI-enabled decisioning into clear, compelling narratives that align stakeholders and effectively challenge the status quo for process improvement.

• Support the Director, Journey Design, and key partners in shaping the Canada CX Strategy and prioritizing client journeys and service opportunities for maximum impact.

📝 Enhancement Note: The responsibilities highlight a strong emphasis on the practical application of service design methodologies, particularly in the context of conversational AI. This includes not just designing the client-facing interaction but also understanding and mapping the back-end processes and operational realities that support these experiences. The role demands a blend of strategic thinking, hands-on design, and cross-functional collaboration.

🎓 Skills & Qualifications

Education:

Experience:

• 5+ years of progressive experience in service design, journey design, CX strategy, product strategy, or a closely related field, with a demonstrated track record of delivering impactful client experiences.

• Proven ability to deeply analyze current-state processes and technologies to inform credible and actionable future-state designs.

Required Skills:

• Strong command of design methodologies for navigating complex, ambiguous problem spaces and driving innovation.

• Excellent visual and storytelling skills, with the ability to produce artifacts at multiple levels of fidelity (e.g., system maps, blueprints, storyboards, UX prototypes) to communicate complex ideas.

• Strong facilitation skills, with extensive experience leading workshops, journey mapping sessions, and co-creation activities with diverse stakeholder groups.

• Demonstrated ability to present compelling, evidence-based arguments for change to senior stakeholders, influencing strategic decisions.

Conversational Design & AI-Enabled Experience Skills:

• Experience designing, improving, or contributing to conversational experiences such as chatbots, virtual assistants, automated messaging, or Interactive Voice Response (IVR) systems.

• Working knowledge of conversational design principles, including intent-based design, natural language patterns, conversational flow, error recovery strategies, and effective escalation to human support.

• Strong sensitivity to language, tone, and behavioural psychology, with the ability to craft conversations that build trust, reduce friction, and guide user decision-making.

• Ability to assess conversational experience effectiveness using qualitative insights and quantitative indicators (e.g., task success rates, drop-off points, containment rates, sentiment signals).

Preferred Skills:

• Background in financial services or regulated industries, providing an understanding of compliance, risk, and customer trust dynamics.

• Experience with user testing methodologies and incorporating feedback into iterative design processes.

• Familiarity with Agile development methodologies and their application in design and product development cycles.

📝 Enhancement Note: The qualifications emphasize a blend of core service design expertise and specialized skills in conversational design and AI. The requirement for a portfolio demonstrating complex journeys and conversational/AI-enabled experiences is critical. Experience in financial services is highly preferred, indicating the need for candidates to understand the nuances of this industry.

📊 Process & Systems Portfolio Requirements

Portfolio Essentials:

• Demonstrate a strong service design approach through case studies that illustrate the end-to-end design process from discovery to implementation.

• Showcase examples of complex journey mapping, clearly articulating the client experience across multiple touchpoints and channels.

• Include detailed service blueprints that map client-facing interactions with back-end operations, technology, and policies.

• Present examples of conversational or AI-enabled experiences, highlighting how design decisions led to improved client and service outcomes.

Process Documentation:

• Provide evidence of your ability to document and communicate complex service processes, including workflow diagrams, system maps, and operational flowcharts.

• Detail your approach to identifying process inefficiencies and designing optimized future-state workflows.

• Showcase experience in translating business requirements and technical capabilities into functional service designs and operational plans.

📝 Enhancement Note: This section is crucial for operations-focused roles. The emphasis on a portfolio that includes "complex journeys, service blueprints, and conversational or AI-enabled experiences" highlights the need for candidates to not only design but also articulate the operational implications and measured outcomes of their work. The request for specific documentation examples like "system maps" and "operational flowcharts" indicates a need for candidates with a strong understanding of how design translates into executable processes.

💵 Compensation & Benefits

Salary Range: $80,000 - $128,000 CAD per year

Benefits:

• Competitive salary and bonus structure informed by market range data.

• 20 days of vacation per year and an innovative sabbatical program for long-term employees.

• Flexible benefits from day one, customizable to meet the needs of you and your family.

• Comprehensive pension, stock, and savings programs to support long-term financial security.

• Fitness and wellness programs designed to help employees balance work and life effectively.

Working Hours:

• Standard full-time work hours, typically around 40 hours per week, with the expectation of flexibility to meet project demands and deadlines. The hybrid work model offers some flexibility in scheduling.

📝 Enhancement Note: The salary range is provided, and the benefits listed are comprehensive, covering financial well-being, work-life balance, and personal development. The mention of "market range data" suggests that compensation is benchmarked. The hybrid work model implies a degree of flexibility in daily scheduling, which is often beneficial for operations professionals who may need to manage various tasks and collaborate across different time zones or schedules.

🎯 Team & Company Context

🏢 Company Culture

Industry: Financial Services (Insurance & Wealth Management)

Company Size: Large (likely 10,000+ employees, based on typical industry scale for companies like Sun Life)

Founded: 1865, Sun Life has a long-standing history, suggesting a stable yet evolving organization committed to long-term client relationships and financial security.

Team Structure:

• The role reports to the Director, Experience Design, within the Canadian Client Experience Office (CXO).

• This indicates a dedicated team focused on client-centric innovation and experience improvement across Canada.

Methodology:

• The team likely employs a blend of Agile and Design Thinking methodologies to drive innovation and deliver client-centric solutions.

• Emphasis will be placed on data-driven insights, client journey mapping, service blueprinting, and iterative prototyping.

• A key focus is on leveraging emerging technologies, including AI and conversational platforms, to enhance service delivery and operational efficiency.

Company Website: https://www.sunlife.com/

📝 Enhancement Note: Sun Life's long history in financial services implies a culture that values stability, trust, and long-term client relationships, while also needing to innovate rapidly in the digital age. The CXO's existence highlights a strong organizational commitment to client experience as a strategic differentiator. The hybrid work model suggests a modern approach to employee flexibility, balancing in-office collaboration with remote work benefits.

📈 Career & Growth Analysis

Operations Career Level: Senior Individual Contributor. This role is a senior-level position focused on specialized design expertise within the client experience domain. It is not a management role but involves leading design initiatives and influencing strategy.

Reporting Structure: Reports to the Director, Experience Design, within the Canadian Client Experience Office (CXO). This provides a clear line of reporting and access to senior leadership for strategic guidance and career development.

Operations Impact: The role has a direct impact on how clients interact with Sun Life, influencing client satisfaction, retention, and potentially new client acquisition through improved digital and conversational experiences. By optimizing journeys and conversational touchpoints, the role contributes to operational efficiency, cost reduction (through automation), and revenue generation by making services more accessible and user-friendly.

Growth Opportunities:

• Specialization: Deepen expertise in conversational design, AI-driven experiences, and advanced service design methodologies.

• Leadership: Transition into a Lead Service Designer role, mentoring junior designers, or move into a management track within Experience Design or CX Strategy.

• Cross-Functional Mobility: Opportunities to move into Product Management, UX Strategy, or Business Architecture roles, leveraging a broad understanding of client journeys and operational systems.

• Industry Expertise: Develop deep knowledge within the financial services sector, becoming a subject matter expert in designing for regulated environments and complex financial products.

📝 Enhancement Note: The "Senior" title indicates a path for experienced professionals. Growth opportunities are presented as a blend of deepening specialized skills and moving into broader leadership or strategic roles, which is typical for senior individual contributors in design and operations-focused fields. The impact is tied directly to client experience and operational efficiency through technology.

🌐 Work Environment

Office Type: Hybrid. Employees are expected to work a blend of in-office and remote days, as determined by business needs and role requirements. This offers flexibility while maintaining opportunities for in-person collaboration.

Office Location(s): Sun Life Toronto One York provides a central location in Toronto's business district. The company has multiple locations globally, but this specific role is based in Toronto.

Workspace Context:

• The work environment is described as "friendly, collaborative, and inclusive."

• As a Senior Designer, you will likely have access to modern design tools and technologies, including collaboration platforms and potentially specialized AI/conversational design software.

• Opportunities for regular interaction with a diverse team of designers, strategists, product managers, and technologists, fostering a dynamic and innovative atmosphere.

Work Schedule: Standard business hours are expected, but the hybrid model allows for some flexibility in structuring the workday. The nature of design work often involves focused individual time alongside collaborative sessions. Expect 40 hours per week as standard.

📝 Enhancement Note: The hybrid work environment is a key feature. For operations-focused roles, this often means a need for strong self-management and communication skills to ensure seamless collaboration regardless of physical location. The "One York" location suggests a modern office space within a major business hub.

📄 Application & Portfolio Review Process

Interview Process:

• Initial Screening: Review of resume and portfolio to assess qualifications and experience, with a focus on service design methodologies and conversational design expertise.

• Hiring Manager Interview: Discussion about your background, approach to service design, and understanding of client experience within financial services.

• Design Challenge/Case Study: You may be asked to present a portfolio piece or work through a simulated design problem, demonstrating your process, problem-solving skills, and ability to articulate design decisions. This will likely focus on journey mapping, service blueprinting, or conversational flow design.

• Cross-Functional Team Interviews: Meetings with potential collaborators from UX, Product, Operations, and Technology to assess your ability to work effectively in a matrixed environment and communicate complex ideas.

• Final Interview: Potentially with senior leadership to discuss strategic alignment and long-term fit.

Portfolio Review Tips:

• Curate Strategically: Select 2-3 of your strongest projects that best showcase your end-to-end service design process, focusing on complexity, client impact, and measurable outcomes.

• Highlight Conversational Design: Ensure at least one project prominently features conversational experiences (chatbots, virtual assistants, etc.), detailing your role in defining tone, flow, intent, and integration with human support.

• Structure Your Case Studies: For each project, clearly outline the problem, your role, the methodologies used (service design, journey mapping, conversational design), your key contributions, the challenges faced, and the resulting impact (quantified with metrics where possible).

• Showcase Blueprints & Maps: Include detailed service blueprints and journey maps, explaining the insights derived and how they informed your design solutions.

• Tell a Story: Present your work as a narrative, emphasizing your problem-solving approach and how you translated insights into actionable design solutions that balanced client needs with business goals and operational realities.

Challenge Preparation:

• Understand the Context: If given a case study, thoroughly research Sun Life's business, target audience, and current market position in financial services.

• Focus on Process: Be prepared to articulate your design process step-by-step, from initial research and ideation to prototyping and iteration.

• Address Operational Constraints: Demonstrate an understanding that designs must be feasible within business and operational realities. Be ready to discuss how you would balance ideal client experiences with practical implementation.

• Conversational Design Specifics: If the challenge involves conversational elements, be ready to discuss intent design, dialogue flow, error handling, and escalation strategies.

• Metrics & Impact: Practice articulating how you would measure the success of your design solutions, focusing on both client-centric metrics (e.g., satisfaction, task completion) and business outcomes (e.g., efficiency, cost savings, conversion rates).

📝 Enhancement Note: The emphasis on a portfolio review and potential design challenge underscores the practical, hands-on nature of this role. Candidates must be prepared to show their work and explain their process, particularly how they integrate conversational design and service blueprinting within a broader operational context. The "Additional Requirement" in the job description explicitly states the need for a portfolio demonstrating impact.

🛠 Tools & Technology Stack

Primary Tools (Likely Used/Required):

• Service Design & Journey Mapping Tools: Miro, Mural, Figma, Adobe XD, Lucidchart, Smaply, or similar for collaborative whiteboarding, diagramming, and prototyping.

• Prototyping Tools: Figma, Adobe XD, Sketch, InVision for creating interactive prototypes of digital interfaces and conversational flows.

• Project Management & Collaboration: JIRA, Confluence, Asana, Microsoft Teams, Slack for task tracking, documentation, and team communication.

Analytics & Reporting (Potentially Used/Influenced by Designs):

• Web Analytics: Google Analytics, Adobe Analytics for understanding user behavior on digital platforms.

• Customer Feedback Platforms: Qualtrics, SurveyMonkey, Medallia for gathering client sentiment and feedback.

• Business Intelligence Tools: Tableau, Power BI, Looker for visualizing data and reporting on key performance indicators (KPIs).

CRM & Automation (Context for Design):

• CRM Systems: Salesforce, Microsoft Dynamics (or internal CRM) – understanding how client data is managed and how journeys interact with CRM data.

• Automation Platforms: Experience with or understanding of how workflow automation tools (e.g., Zapier, Workato, or enterprise-level platforms) might support designed processes.

• AI/ML Platforms: Familiarity with platforms that power chatbots and virtual assistants (e.g., IBM Watson, Google Dialogflow, Microsoft Bot Framework, or proprietary enterprise solutions) is advantageous.

📝 Enhancement Note: While not explicitly listed, the nature of the role and the company's industry suggest proficiency in collaborative design tools is essential. Understanding how designed experiences integrate with CRM, analytics, and potentially AI/automation platforms is critical for designing realistic and impactful services. Candidates should be prepared to discuss their experience with these types of tools.

👥 Team Culture & Values

Operations Values (Inferred based on role and company):

• Client-Centricity: A strong commitment to understanding and meeting client needs as the primary driver for all design and process decisions.

• Data-Driven Decision Making: Utilizing both qualitative and quantitative data to inform design choices, validate hypotheses, and measure impact.

• Collaboration & Partnership: Fostering strong relationships with cross-functional teams to ensure holistic and well-integrated solutions.

• Innovation & Continuous Improvement: A proactive approach to identifying opportunities for enhancing client experiences and operational efficiency through design and technology.

• Integrity & Responsibility: Upholding high ethical standards, especially in a regulated industry like financial services, and ensuring responsible application of technology (e.g., AI).

Collaboration Style:

• Cross-functional Integration: Actively engaging with stakeholders from various departments (UX, Product, Tech, Ops, Legal, Marketing) to ensure alignment and co-create solutions.

• Workshop Facilitation: Leading collaborative sessions to brainstorm, map journeys, and co-design solutions, ensuring all voices are heard and considered.

• Feedback Loops: Establishing mechanisms for continuous feedback from stakeholders and clients to iterate on designs and improve services.

• Knowledge Sharing: Actively contributing to the team's collective knowledge base and best practices, particularly in service design and conversational experiences.

📝 Enhancement Note: The inferred values and collaboration style reflect a modern, client-focused, and technologically adept team. For operations professionals, understanding how to integrate into cross-functional workflows and contribute to a data-informed culture is key to success in such environments.

⚡ Challenges & Growth Opportunities

Challenges:

• Balancing Client Needs with Business/Operational Constraints: Designing ideal client experiences while navigating complex regulatory requirements, legacy systems, and operational limitations inherent in a large financial institution.

• Designing for Ambiguity: Tackling complex, ill-defined problems where client needs, technology capabilities, and business objectives may not be immediately clear.

• Integrating Conversational AI Responsibly: Ensuring that AI-driven interactions are ethical, inclusive, transparent, and provide genuine value without alienating users or creating frustration.

• Driving Change in a Large Organization: Influencing stakeholders and driving adoption of new design approaches and technologies across different business units.

• Measuring Impact of Conversational Design: Quantifying the ROI and effectiveness of chatbots and virtual assistants can be challenging, requiring a robust approach to data analysis and KPI definition.

Learning & Development Opportunities:

• Deepen AI & Conversational Expertise: Gain hands-on experience with advanced conversational AI platforms and technologies, including prompt engineering and natural language understanding (NLU) principles.

• Financial Services Domain Acumen: Develop in-depth knowledge of insurance and wealth management products, regulations, and client needs, becoming a subject matter expert.

• Strategic CX Leadership: Participate in shaping the overall Canada CX Strategy, influencing roadmaps and prioritization of client journeys.

• Mentorship & Skill Development: Access to senior leaders and peers for guidance, and opportunities for formal training in advanced design, AI, or business strategy.

• Industry Exposure: Potential to attend industry conferences or workshops focused on CX, service design, and conversational AI.

📝 Enhancement Note: The challenges highlight the complexities of working in a large, regulated financial institution, emphasizing the need for adaptability, strong problem-solving skills, and the ability to navigate organizational dynamics. The growth opportunities are tied to both technical specialization and strategic influence.

💡 Interview Preparation

Strategy Questions:

• "Describe a complex client journey you redesigned. What was your process, what methodologies did you use, and what was the measurable impact?" (Focus on service blueprints, journey maps, and quantitative outcomes).

• "How do you approach designing conversational experiences for customers who may be experiencing stress or uncertainty, such as when dealing with financial matters?" (Focus on empathy, tone, clarity, error handling, and escalation strategies).

Company & Culture Questions:

• "Based on your understanding, what do you believe are Sun Life's biggest opportunities in client experience, particularly with conversational AI?" (Requires research on Sun Life's current offerings and market trends).

• "How would you foster collaboration between design, product, and technology teams to ensure seamless conversational experiences are delivered?" (Focus on communication, shared understanding of goals, and iterative processes).

Portfolio Presentation Strategy:

• Structure for Impact: For each case study, start with a clear executive summary of the problem and solution, followed by detailed steps of your process.

• Visual Storytelling: Use compelling visuals (maps, blueprints, screenshots, wireframes, flow diagrams) to illustrate your points. For conversational design, show example dialogues and flows.

• Quantify Achievements: Wherever possible, present metrics on how your design improved client satisfaction, task completion rates, operational efficiency, or business outcomes.

• Highlight Your Role: Clearly articulate your specific contributions, especially if working in a team.

• Be Prepared for Deep Dives: Anticipate questions about your design rationale, the trade-offs you made, and how you handled challenges. Be ready to discuss the technical feasibility and operational implications of your designs.

📝 Enhancement Note: Interview preparation should focus on demonstrating a strong understanding of service design principles, conversational design specifics, and the ability to apply them within the context of a large financial institution. Candidates should be ready to articulate their process, justify their design decisions with data and strategic thinking, and showcase their collaborative abilities.

📌 Application Steps

To apply for this operations position:

• Submit your application through the provided application link on Sun Life's Workday portal.

• Portfolio Customization: Tailor your resume and portfolio to highlight specific experiences in service design, journey mapping, and conversational/AI-enabled experiences. Ensure your portfolio prominently features examples of complex journeys, service blueprints, and quantifiable outcomes.

• Resume Optimization: Update your resume to emphasize keywords from the job description, such as "Service Design," "Journey Design," "Conversational Design," "CX Strategy," "AI-Enabled Experience," and "Service Blueprints." Focus on achievements and quantifiable results.

• Interview Preparation: Practice articulating your design process, particularly how you approach problem-solving, stakeholder collaboration, and measuring impact. Be ready to discuss your experience with conversational design principles and tools.

• Company Research: Thoroughly research Sun Life's current client experience initiatives, their digital offerings, and any publicly available information on their use of AI or virtual assistants. Understand their business objectives and how your role contributes to them.

⚠️ Important Notice: This enhanced job description includes AI-generated insights and operations industry-standard assumptions. All details should be verified directly with the hiring organization before making application decisions.