Senior UX Designer (D2C)

📍 Job Overview

Job Title: Senior UX Designer (D2C)

Company: Sun Life

Location: Toronto, Ontario, Canada

Job Type: FULL_TIME

Category: User Experience (UX) Design / Digital Product Design

Date Posted: April 14, 2026

Experience Level: Senior Level (5+ years)

Remote Status: Hybrid (2 days in-office per week)

🚀 Role Summary

• Drive UX strategy and champion human-centered design practices within the Experience Design (XD) team, influencing project direction for D2C digital products.

• Create best-in-class digital experiences by translating client, business, and technical inputs into desirable and consistent user journeys across multiple platforms and devices.

• Lead the analysis and integration of user data and research findings to inform and validate design decisions, ensuring solutions are data-driven and user-centric.

• Leverage emerging technologies, including AI tools, to enhance design processes, improve efficiency, and drive innovation in UX solutions.

• Actively collaborate within cross-functional agile teams to ensure design feasibility and accurate implementation, contributing to the end-to-end product lifecycle.

📝 Enhancement Note: This role is focused on the Direct-to-Consumer (D2C) segment, emphasizing client acquisition funnels and digital commerce. The emphasis on "ownership" and "evangelist" suggests a senior individual contributor role with significant influence and responsibility for shaping UX direction and advocating for design excellence. The integration of AI tools points to a forward-thinking approach to design processes.

📈 Primary Responsibilities

• Lead the production of comprehensive design specifications and supporting documentation within project timelines.

• Develop new concepts, storyboards, screen flows, detailed designs, and interactive prototypes to effectively communicate design solutions to stakeholders.

• Conduct market scans to identify emerging trends and best practices in digital product design, informing strategic decision-making.

• Execute concept and usability testing to iteratively validate and refine design solutions, ensuring adherence to usability standards.

• Track and report on user experience metrics and analytics, demonstrating the impact and success of UX improvements.

• Actively participate in cross-functional agile teams, ensuring seamless integration of UX designs into development sprints.

• Champion accessibility standards (e.g., AODA, WCAG) and inclusive design practices throughout the design process.

📝 Enhancement Note: The responsibilities highlight a blend of strategic leadership (influencing strategy, evangelizing UX) and hands-on execution (creating specs, prototypes, testing). The focus on D2C implies a strong need for understanding customer acquisition funnels, conversion optimization, and user journey mapping within a digital commerce context.

🎓 Skills & Qualifications

Education: University degree or certification in User Experience, or equivalent relevant work experience.

Experience: 5+ years of experience in user-centered digital design and user experience, with a strong emphasis on digital commerce and client acquisition funnels (D2C).

Required Skills:

• Demonstrated experience in user-centered digital design and user experience.

• Proven expertise in digital commerce, specifically within client acquisition funnels (D2C).

• Strong UI/visual design acumen for creating aesthetically pleasing and intuitive interfaces.

• Proficiency in user research methods including A/B concept and usability testing, with the ability to synthesize findings.

• Advanced skills in design and collaboration tools such as Figma and Jira.

• Knowledge of accessibility standards (e.g., AODA, WCAG) and inclusive design principles.

• Experience delivering design solutions within agile, cross-functional team environments.

Preferred Skills:

• Ability to work efficiently and adapt rapidly in a fast-paced environment.

• Excellent verbal and written communication skills, adept at articulating design choices to diverse stakeholders.

• Strong presentation skills, capable of advocating for user needs with data-backed insights.

• Deep understanding of design systems for consistent scaling across platforms.

• Proven ability to integrate emerging design trends, technologies, and AI-driven tools to enhance user experiences.

• Strong sense of ownership and proactive advocacy for end-users.

📝 Enhancement Note: The "Preferred Skills" section strongly suggests that candidates who can demonstrate proactive problem-solving, excellent stakeholder management, and a forward-thinking approach to design technology (especially AI) will have a distinct advantage. The emphasis on "design systems" indicates a need for consistency and scalability in design outputs.

📊 Process & Systems Portfolio Requirements

Portfolio Essentials:

• A comprehensive UX portfolio showcasing impactful customer experiences, with a focus on digital products developed from concept to implementation.

• Specific examples demonstrating expertise in D2C client acquisition funnels and digital commerce user journeys.

• Case studies highlighting the user-centered design process, including research, ideation, prototyping, and validation.

• Evidence of designing for multiple platforms and devices, showcasing adaptability and consistency.

Process Documentation:

• Documentation of experience in creating detailed design specifications and interactive prototypes to articulate solutions.

• Examples of market scans and trend analyses that informed design strategy and best practices.

• Evidence of conducting and integrating results from concept and usability testing to iterate on designs.

• Metrics and analytics reporting that showcases the success and impact of UX improvements.

• Documentation of collaboration within agile, cross-functional teams, demonstrating integrated design workflows.

📝 Enhancement Note: The portfolio is critical for this role, serving as the primary evidence of a candidate's UX capabilities, particularly in the D2C space. It should clearly articulate the candidate's process, strategic thinking, and the measurable impact of their design work, with a strong emphasis on how they leverage data and user research to drive outcomes.

💵 Compensation & Benefits

Salary Range: $90,000 - $140,000 CAD per year.

Benefits:

• Recognized as a 2024 Best Workplaces in Ontario by Great Place to Work® Canada.

• Awarded Canada Order of Excellence for Mental Health at Work® by Excellence Canada, highlighting a commitment to employee well-being.

• Comprehensive wellness programs supporting mental, physical, and financial health.

• Opportunities for career development and advancement through various career paths.

• Extensive networking potential within a large organization.

• Hybrid work model offering flexibility to balance in-office and remote work.

Working Hours: Standard 40-hour work week, with flexibility offered through the hybrid work model.

📝 Enhancement Note: The salary range provided is for the primary location (Toronto) and may vary based on the successful candidate's work location. The benefits package emphasizes employee well-being and professional growth, aligning with Sun Life's recognition as a top employer. The hybrid model allows for flexibility, which is a key consideration for many professionals.

🎯 Team & Company Context

🏢 Company Culture

Industry: Financial Services / Insurance. Sun Life operates within a highly regulated industry that is undergoing significant digital transformation, requiring innovative solutions to engage customers and streamline services.

Company Size: Large enterprise (likely 10,000+ employees based on typical financial institutions of this scale). This size implies structured processes, a wide range of internal expertise, and opportunities for cross-functional collaboration and career progression.

Founded: Founded in 1865, Sun Life has a long-standing history and established reputation, suggesting a stable yet evolving corporate environment that balances tradition with innovation.

Team Structure:

• The Experience Design (XD) team is likely part of a larger digital or product organization, comprising various design disciplines (UX, UI, Content Design, Research).

• This role operates within a cross-functional agile team, collaborating closely with Product Owners, Engineers, and other business partners.

Methodology:

• Data-driven design is a core methodology, emphasized by the need to analyze user data and research findings to inform decisions.

• Human-centered design practices are championed, ensuring that user needs are at the forefront of all design solutions.

• Agile methodology is employed for project execution, promoting iterative development and flexibility.

• Emerging technologies, including AI, are being integrated to enhance design processes and innovate user experiences.

Company Website: sunlife.com

📝 Enhancement Note: Sun Life's long history combined with its focus on digital transformation and employee well-being suggests a culture that values both stability and innovation. The emphasis on D2C and hybrid work model indicates a modern approach to customer engagement and workforce management.

📈 Career & Growth Analysis

Operations Career Level: Senior Individual Contributor. This role requires extensive experience and the ability to operate with a high degree of autonomy, influencing strategy and mentoring junior team members. The "ownership" aspect suggests leadership without direct people management.

Reporting Structure: The Senior UX Designer will report to a Design Lead or Manager within the Experience Design team, but will work closely with Product Owners and cross-functional teams on specific D2C digital product initiatives. This structure allows for both specialized design guidance and broad project collaboration.

Operations Impact: The role has a direct impact on the success of Sun Life's D2C digital products by enhancing user experience, driving client acquisition, and improving customer engagement. This contributes significantly to revenue generation and customer retention in the digital space.

Growth Opportunities:

• Specialization: Deepen expertise in D2C UX, digital commerce, or specific areas like accessibility or AI-driven design.

• Leadership: Transition into a Design Lead or Managerial role, potentially overseeing a team or a portfolio of products.

• Cross-functional Mobility: Move into related product management, strategy, or innovation roles within the digital organization.

• Skill Development: Continuous learning through workshops, conferences, and application of new technologies (e.g., advanced AI design tools, new prototyping software).

📝 Enhancement Note: The "Senior" title and emphasis on "ownership" and "strategy" indicate a role that offers significant career growth potential within Sun Life's digital product organization, either through deepening UX expertise or moving into leadership positions.

🌐 Work Environment

Office Type: Hybrid work model, with 2 days per week required in the Toronto One York office. This suggests a modern, collaborative office space designed to facilitate in-person teamwork, brainstorming, and stakeholder meetings.

Office Location(s): One York Street, Toronto (Downtown). This is a central business district location, likely offering excellent access to public transportation and amenities.

Workspace Context:

• The office environment is expected to foster collaboration among cross-functional agile teams, with ample opportunities for design critiques and knowledge sharing.

• Access to modern design tools and technologies, including potentially advanced AI-powered design software, will be available.

• Opportunities for spontaneous interaction with colleagues from various departments, facilitating a holistic understanding of business objectives and client needs.

Work Schedule: Primarily a standard 40-hour work week, with the flexibility to manage time effectively between in-office and remote workdays, aligning with agile project demands and personal productivity needs.

📝 Enhancement Note: The hybrid model is a key feature, offering a blend of structured collaboration in the office and focused productivity at home. This requires strong self-management skills and effective communication to maintain team cohesion and project momentum.

📄 Application & Portfolio Review Process

Interview Process:

• Initial Screening: Review of resume and portfolio to assess experience, skills, and alignment with D2C UX requirements.

• Hiring Manager Interview: Discussion focusing on career history, approach to UX strategy, and understanding of D2C principles.

• Portfolio Presentation & Design Challenge: Candidates will likely present their portfolio, showcasing key D2C projects, and may be given a design challenge to assess problem-solving skills, design thinking, and ability to articulate rationale. This stage often includes a deep dive into their process and how they leverage data.

• Cross-functional Team Interview: Interaction with Product Owners, Engineers, or other designers to evaluate collaboration style, communication skills, and cultural fit within an agile environment.

• Final Interview: May involve senior leadership to assess strategic thinking and overall fit for the organization.

Portfolio Review Tips:

• Curate for Impact: Select 3-5 of your most relevant D2C projects that clearly demonstrate your end-to-end UX process, from discovery to implementation.

• Tell a Story: For each project, clearly articulate the problem, your role, the process you followed, the key decisions made, the insights gained, and the measurable outcomes (e.g., conversion rates, user satisfaction).

• Highlight D2C Expertise: Emphasize projects involving client acquisition, e-commerce, or digital sales funnels. Showcase how you've optimized user journeys for conversion.

• Showcase Data & Research: Detail how you used user research, analytics, and A/B testing to inform your design decisions and validate solutions.

• Present Clearly: Be prepared to walk through your designs, explain your rationale concisely, and answer questions about your process and impact.

Challenge Preparation:

• Anticipate a design challenge that requires you to solve a problem related to a D2C digital product, possibly involving user flows, wireframes, or a high-level concept.

• Focus on demonstrating your process: how you'd approach understanding the problem, identifying user needs, ideating solutions, and justifying your design choices.

• Be prepared to articulate your assumptions and how you would validate them with research or testing.

📝 Enhancement Note: The interview process heavily emphasizes the portfolio and practical application of UX skills in a D2C context. Candidates should be ready to discuss their process in detail, highlight data-driven decision-making, and articulate the business impact of their work.

🛠 Tools & Technology Stack

Primary Tools:

• Figma: Essential for UI design, prototyping, and collaborative design workflows. Expect to demonstrate proficiency in creating design systems, complex components, and interactive prototypes.

• Jira: Crucial for agile project management, sprint planning, bug tracking, and cross-functional team collaboration. Understanding how to integrate design deliverables into Jira workflows is key.

Analytics & Reporting:

• User Analytics Platforms (e.g., Google Analytics, Adobe Analytics - specific tools not listed but implied): For tracking user behavior, conversion rates, and key UX metrics. Ability to interpret data to inform design decisions is vital.

• A/B Testing Tools (e.g., Optimizely, VWO - specific tools not listed but implied): For conducting experiments to validate design hypotheses and optimize user flows.

CRM & Automation:

• CRM Systems (e.g., Salesforce, Microsoft Dynamics - specific tools not listed but implied): Understanding how UX integrates with customer data and sales processes in a CRM context can be advantageous.

• Prototyping & Collaboration Tools (e.g., InVision, Miro - specific tools not listed but implied): For advanced prototyping, user testing, and collaborative brainstorming sessions.

📝 Enhancement Note: Proficiency in Figma and Jira is explicitly required. While other tools are implied, candidates should be prepared to discuss their experience with a broad range of design, analytics, and collaboration software, especially those relevant to D2C digital products and agile development. The mention of AI tools suggests familiarity with emerging design technologies.

👥 Team Culture & Values

Operations Values:

• Client-Centricity: A deep commitment to understanding and serving the needs of Sun Life's Direct-to-Consumer clients, ensuring their digital experiences are seamless and valuable.

• Excellence & Innovation: Striving for high standards in design quality and actively seeking innovative solutions to complex problems, including leveraging new technologies like AI.

• Collaboration & Teamwork: Working effectively within cross-functional agile teams, valuing diverse perspectives, and fostering a supportive environment for shared success.

• Data-Driven Decision Making: Using insights from user research, analytics, and testing to inform design choices and measure impact, ensuring designs are effective and efficient.

• Ownership & Accountability: Taking responsibility for design outcomes, proactively advocating for users, and driving projects to completion with a focus on continuous improvement.

Collaboration Style:

• Agile Partnership: Close collaboration with Product Owners, Engineers, and business stakeholders to ensure design feasibility and alignment with business objectives.

• Open Feedback Culture: Encouraging constructive feedback on designs and processes to drive continuous improvement and elevate the quality of work.

• Knowledge Sharing: Actively participating in design critiques, sharing best practices, and mentoring junior designers to foster a learning environment.

• Cross-functional Integration: Seamlessly integrating UX design into the broader product development lifecycle, ensuring a unified approach to delivering digital solutions.

📝 Enhancement Note: The culture appears to be a blend of traditional corporate stability (long history, structured environment) and modern agile practices (collaboration, innovation, data-driven). The emphasis on client-centricity and user advocacy is paramount for a UX role.

⚡ Challenges & Growth Opportunities

Challenges:

• Balancing User Needs with Business/Technical Constraints: Effectively advocating for optimal user experiences while navigating technical limitations and business objectives within a large financial institution.

• Driving Adoption of UX Best Practices: Championing human-centered design and data-driven approaches across diverse teams and stakeholders who may have varying levels of UX understanding.

• Keeping Pace with Evolving Technologies: Continuously learning and integrating new design tools, methodologies, and emerging technologies (e.g., AI in UX) to maintain a competitive edge.

• Measuring UX Impact: Quantifying the ROI of UX initiatives and clearly demonstrating their contribution to business goals, especially in a D2C context focused on acquisition and conversion.

Learning & Development Opportunities:

• Advanced UX Specialization: Opportunities to deepen expertise in areas like D2C strategy, conversion rate optimization (CRO), AI-powered design, or complex journey mapping.

• Leadership Development: Potential to grow into design leadership roles, managing projects or teams, and influencing organizational design strategy.

• Industry Exposure: Access to industry conferences, workshops, and training to stay abreast of the latest UX trends, tools, and best practices.

• Cross-functional Exposure: Gaining broader business acumen by working closely with product management, engineering, marketing, and analytics teams.

📝 Enhancement Note: This role presents opportunities to tackle complex design challenges in a significant market segment (D2C financial services) and leverage cutting-edge technology. The challenges are typical for senior roles, requiring strong problem-solving and stakeholder management skills, with ample room for professional growth.

💡 Interview Preparation

Strategy Questions:

• "Describe your approach to developing UX strategy for a D2C digital product. How do you ensure it aligns with business goals and user needs?" (Prepare with examples of strategic frameworks and how you've applied them).

• "How do you advocate for user needs when facing conflicting business or technical requirements? Can you provide an example from your D2C experience?" (Focus on your negotiation, communication, and data-backed advocacy skills).

Company & Culture Questions:

• "What interests you about Sun Life and our D2C digital offerings? How do you see your UX expertise contributing to our mission?" (Research Sun Life's recent digital initiatives and D2C strategy).

• "How do you approach collaboration within an agile, cross-functional team? Describe a time you successfully influenced product direction through collaboration." (Highlight your teamwork and communication style).

Portfolio Presentation Strategy:

• Structure for Clarity: Organize your portfolio presentation logically, typically by project. For each project, cover: Problem Statement, Your Role & Responsibilities, Research & Discovery, Design Process & Iterations, Key Decisions & Rationale, Solutions & Deliverables, Outcomes & Impact.

• Quantify Impact: Whenever possible, use data and metrics to demonstrate the positive results of your designs (e.g., "Increased conversion by X%", "Reduced task completion time by Y%", "Improved user satisfaction scores by Z%").

• Focus on D2C Relevance: Highlight how your D2C projects specifically addressed client acquisition, conversion funnels, or digital commerce challenges.

• Showcase Your Process: Be prepared to discuss why you made certain design choices and how your process evolved based on research and feedback.

• Practice Your Narrative: Rehearse your presentation to ensure you can deliver it concisely, confidently, and within the allotted time. Be ready for in-depth questions about your work.

📝 Enhancement Note: Interview preparation should heavily focus on translating your portfolio projects into compelling narratives that highlight your D2C expertise, data-driven approach, and ability to impact business outcomes. Be ready to discuss your process and defend your design decisions with solid reasoning.

📌 Application Steps

To apply for this operations position:

• Submit your application through the provided application link on the Sun Life careers portal.

• Portfolio Customization: Tailor your resume and portfolio to emphasize your experience in D2C UX design, digital commerce, client acquisition funnels, and data-driven design methodologies. Ensure your portfolio includes clear case studies demonstrating your process and impact.

• Resume Optimization: Highlight keywords from the job description such as "UX strategy," "D2C," "Figma," "Jira," "user research," "A/B testing," and "agile." Quantify your achievements with specific metrics wherever possible.

• Interview Preparation: Practice articulating your design process, decision-making rationale, and the impact of your work using STAR method (Situation, Task, Action, Result) for behavioral questions. Prepare a concise and impactful walkthrough of your selected portfolio projects.

• Company Research: Familiarize yourself with Sun Life's digital presence, its D2C offerings, recent news, and its stated values. Understand their commitment to employee well-being and hybrid work.

⚠️ 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.