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 Design / Revenue Operations Support Date Posted: 2026-05-06 Experience Level: 5-10 Years Remote Status: Hybrid (2 days in office/week)

🚀 Role Summary

• Drive UX strategy and champion human-centered design practices to enhance Direct-to-Consumer (D2C) digital product offerings, directly impacting customer acquisition and engagement.
• Lead the creation of comprehensive design specifications, interactive prototypes, and data-driven design solutions that align business objectives with user needs.
• Collaborate extensively with cross-functional agile teams, including product owners, engineers, and business stakeholders, to ensure seamless design implementation and user journey consistency across multiple platforms and devices.
• Leverage user research, analytics, and emerging AI tools to inform design decisions, validate solutions, and continuously improve user experience metrics for D2C digital products.

📝 Enhancement Note: While this role is primarily UX Design, its focus on D2C client acquisition funnels and enhancing digital product offerings positions it as a critical support function for Revenue Operations and Sales Operations by directly influencing customer conversion rates and lifetime value through superior digital experiences. The emphasis on data-driven design and UX metrics aligns closely with RevOps goals of performance measurement and optimization.

📈 Primary Responsibilities

• Take ownership to influence project strategy and act as an evangelist for user experience (UX) best practices across the organization, promoting a user-centric mindset.
• Lead the production of detailed design specifications, wireframes, storyboards, screen flows, and interactive prototypes to clearly articulate and validate proposed design solutions.
• Create best-in-class digital experiences by synthesizing client needs, business objectives, and technical constraints, ensuring desirable and consistent user journeys across multiple platforms, devices, and channels.
• Lead the analysis and integration of user data and research findings from methods like A/B testing and usability studies to inform and validate design decisions, ensuring solutions meet user needs and business goals.
• Conduct market scans and competitive analyses to identify emerging trends, best practices, and innovative approaches in digital product design, particularly within the D2C and digital commerce space.
• Execute concept and usability testing to iteratively validate and refine design solutions, ensuring adherence to usability standards and accessibility guidelines (e.g., AODA, WCAG).
• Track and report on key user experience metrics and analytics, demonstrating the impact of UX improvements on user engagement, conversion rates, and overall customer satisfaction.
• Leverage AI tools and emerging technologies to enhance design processes, improve efficiency, and drive innovation in user experience design.
• Actively collaborate as part of a cross-functional agile team, ensuring design feasibility, accurate implementation, and alignment with project timelines and objectives.

📝 Enhancement Note: The responsibilities highlight a strategic and hands-on approach to UX design, emphasizing leadership in design strategy, deep user empathy, and data-informed decision-making. The inclusion of AI tools and agile collaboration points to a modern, efficient operations environment.

🎓 Skills & Qualifications

Education:

• University degree or professional certification in User Experience, Human-Computer Interaction, Design, or a related field; or equivalent work experience.

Experience:

• Minimum of 5 years of progressive experience in user-centered digital design and user experience, with a strong focus on the end-to-end lifecycle of digital product development.
• Demonstrated experience in digital commerce, specifically working within a client acquisition funnel (D2C) and understanding conversion optimization strategies.

Required Skills:

• UX Strategy & Human-Centered Design: Proven ability to define and champion UX strategy, ensuring all design decisions are rooted in user needs and business objectives.
• UI/Visual Design Acumen: Strong ability to create visually appealing, intuitive, and on-brand interfaces that enhance user engagement and brand perception.
• User Research & Testing: Demonstrated experience with various user research methodologies, including concept testing, usability testing, and the ability to interpret and synthesize qualitative and quantitative findings.
• Prototyping & Wireframing: Proficiency in developing detailed designs, storyboards, screen flows, and interactive prototypes to effectively communicate design concepts.
• Design & Collaboration Tools: Mastery of industry-standard design and collaboration tools, with specific proficiency in Figma and Jira.
• Accessibility & Inclusive Design: Thorough knowledge of accessibility standards (e.g., AODA, WCAG) and a commitment to inclusive design practices.
• Agile Methodology: Experience delivering design solutions within cross-functional agile development environments.
• D2C Digital Commerce: Deep understanding of client acquisition funnels, conversion optimization, and user journey design in a direct-to-consumer context.

Preferred Skills:

• Design Systems: Deep knowledge of designing and maintaining design systems that ensure consistency and scalability across multiple platforms and products.
• AI-Driven Design Tools: Demonstrated ability to stay current with emerging design trends, technologies, and AI-driven design tools, with experience applying these innovations to enhance user experiences.
• Data Analysis & Metrics: Ability to leverage UX metrics and analytics to inform design decisions and report on the success of UX improvements.
• Communication & Presentation: Strong verbal, written, and presentation skills to articulate design choices and advocate for user needs effectively to diverse stakeholders.
• Fast-Paced Environment Adaptability: Ability to work efficiently and adapt quickly to changing priorities and project demands in a dynamic work environment.
• Ownership & Advocacy: Strong sense of ownership and a proactive approach to advocating for end-user needs.

📝 Enhancement Note: The requirements emphasize a blend of strategic thinking, technical proficiency in design tools, and a strong understanding of the D2C customer journey. The preference for AI tool experience and design systems knowledge indicates a forward-looking approach to design operations.

📊 Process & Systems Portfolio Requirements

Portfolio Essentials:

• Impactful Customer Experiences: Showcase a diverse range of digital products and customer journeys, demonstrating how your design interventions led to tangible improvements.
• End-to-End Product Lifecycle: Provide case studies detailing your involvement from initial concept and user research through to final implementation and post-launch analysis.
• D2C Client Acquisition Funnels: Highlight specific examples of designing for client acquisition, conversion optimization, and user onboarding within D2C contexts.
• Data-Driven Design Validation: Include evidence of how user data, research findings, and A/B testing results informed your design decisions and led to measurable outcomes.
• Systemic Design Thinking: Demonstrate understanding of how designs integrate with broader systems, including familiarity with design systems and cross-platform consistency.

Process Documentation:

• User Research & Analysis: Document methodologies used for user research, data synthesis, and the translation of insights into actionable design requirements.
• Design Iteration & Validation: Illustrate the process of concept development, prototyping, and iterative testing, showcasing how feedback was incorporated to refine solutions.
• Cross-Functional Collaboration: Describe your process for collaborating with product managers, engineers, and other stakeholders within agile frameworks, including documentation of design handoffs and feedback loops.
• Metric Tracking & Reporting: Outline your approach to defining, tracking, and reporting on key UX metrics and the impact of design initiatives on business objectives.

📝 Enhancement Note: A strong portfolio is critical for this role, as it serves as the primary evidence of a candidate's ability to deliver impactful, data-informed UX solutions within a D2C environment. The emphasis on process documentation highlights the need for systematic, repeatable design operations.

💵 Compensation & Benefits

Salary Range:

• $90,000 - $140,000 CAD per year.

Benefits:

• Comprehensive Wellness Programs: Support for mental, physical, and financial well-being, reflecting a commitment to employee health.
• Mental Health Support: Dedicated resources and programs to foster a mentally healthy workplace, recognized by Canada Order of Excellence for Mental Health at Work®.
• Career Development Opportunities: Potential for movement along diverse career paths and significant networking opportunities within the organization.
• Hybrid Work Flexibility: The ability to blend remote and in-office work, with a requirement of 2 days per week in the Toronto office, offering a balance between flexibility and in-person collaboration.
• Incentive Plans: Eligible employees participate in various discretionary incentive plans based on individual and company performance.
• Recognition & Awards: Acknowledgment of the company's commitment to excellence, including being recognized as a Best Workplace in Ontario.

Working Hours:

• Standard full-time hours are expected, likely around 40 hours per week, with flexibility managed in collaboration with leadership and team needs, consistent with a hybrid work model.

📝 Enhancement Note: The salary range is competitive for a Senior UX Designer role in Toronto, reflecting the required experience and specialized D2C focus. The benefits package emphasizes employee well-being and professional growth, aligning with modern workplace expectations. The hybrid model provides structured flexibility.

🎯 Team & Company Context

🏢 Company Culture

Industry: Financial Services / Insurance. Sun Life operates within a highly regulated and trust-dependent industry, where user experience plays a crucial role in client acquisition, retention, and satisfaction. Company Size: Large enterprise, indicated by the extensive career paths and structured benefits. This implies established processes, cross-functional teams, and significant resources available. Founded: Sun Life has a long history, founded in 1865, suggesting a stable, established organization with a deep understanding of its market and a commitment to long-term client relationships.

Team Structure:

• Experience Design (XD) Team: The Senior UX Designer will be part of the XD team, working alongside other experience design professionals. This team likely focuses on user research, interaction design, visual design, and UX strategy.
• Cross-Functional Collaboration: The role requires close collaboration with product owners, engineers, and key business partners, indicating a matrixed or agile team structure where UX is integrated into product development cycles.
• Reporting: While not explicitly stated, a Senior UX Designer typically reports to a UX Manager, Director of Experience Design, or a Head of Product within a product-focused team.

Methodology:

• Human-Centered Design: The core methodology emphasized, ensuring user needs are paramount in all design decisions.
• Data-Driven Design: Decisions are informed by user data, research findings, and UX metrics, aligning with performance-oriented operations.
• Agile Development: Designs are created and implemented within agile, cross-functional teams, facilitating iterative development and rapid feedback loops.
• AI Integration: Active exploration and use of AI tools to enhance design processes and innovation.

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

📝 Enhancement Note: Sun Life's established presence in financial services, combined with its embrace of modern design methodologies and AI, suggests a dynamic environment that values both stability and innovation. The emphasis on human-centered and data-driven design is key for any operations professional seeking to understand the context of this UX role.

📈 Career & Growth Analysis

Operations Career Level: This is a Senior-level individual contributor role. It signifies a high degree of autonomy, expertise, and the ability to influence design strategy and project direction. The expectation is for the designer to lead complex projects and mentor junior team members. Reporting Structure: The Senior UX Designer will likely report into a UX Lead or Manager within the Experience Design team. They will collaborate closely with Product Owners and Engineering Leads in a cross-functional agile environment. Operations Impact: The role's direct impact on the D2C client acquisition funnel means it is crucial for driving revenue growth, customer conversion rates, and enhancing the overall customer lifetime value. By improving digital product experiences, this role directly contributes to key business performance indicators that Revenue Operations and Sales Operations teams track.

Growth Opportunities:

• Leadership in Design: Opportunity to lead significant design initiatives, mentor junior designers, and shape the UX vision for key D2C products.
• Specialization: Potential to deepen expertise in specific areas such as complex user journeys, design systems, AI applications in design, or accessibility.
• Strategic Influence: Grow into roles with greater strategic influence, potentially moving into UX Strategy, Product Management, or leadership positions within Experience Design or broader Product teams.
• Skill Development: Continuous learning through exposure to emerging technologies, AI tools, and advanced design methodologies, supported by company-provided learning resources and industry engagement.

📝 Enhancement Note: This Senior role offers substantial growth potential, moving beyond pure execution to strategic leadership and influence. The impact on revenue-generating funnels makes it a high-visibility position relevant to operations goals.

🌐 Work Environment

Office Type: Hybrid work model, with a requirement of 2 days per week presence at the One York Street, Toronto office. This indicates a blend of in-office collaboration and remote flexibility. Office Location(s): One York Street, Toronto (Downtown), Ontario, Canada. This is a prime downtown location, likely with excellent access to public transportation and amenities. Workspace Context:

• Collaborative Environment: The office presence is designed for collaboration, team meetings, workshops, and fostering in-person connections with colleagues.
• Operations Tools & Technology: Access to modern design and collaboration tools (Figma, Jira) is provided, alongside potential access to enterprise-level software and hardware necessary for design work.
• Team Interaction: Opportunities for direct interaction with UX team members, product managers, engineers, and other business stakeholders are facilitated by the hybrid model.

Work Schedule: The role is full-time, with a hybrid arrangement allowing for flexibility. Specific work hours will be determined in coordination with the manager and team, balancing personal needs with business and client requirements. The emphasis on agile development suggests a dynamic schedule that adapts to project sprints.

📝 Enhancement Note: The hybrid model at a prestigious downtown Toronto location balances the need for focused, independent work with essential in-person collaboration, which is crucial for complex design projects and cross-functional alignment in an operational context.

📄 Application & Portfolio Review Process

Interview Process:

• Initial Screening: Likely a recruiter or hiring manager screen to assess basic qualifications, experience, and cultural fit. Be prepared to discuss your UX philosophy and interest in Sun Life's D2C space.
• Portfolio Review & Presentation: A dedicated session where you present your portfolio. Focus on 2-3 key projects that best demonstrate your skills in D2C, user research, strategy, and quantifiable impact. Be ready to walk through your process, design decisions, and the outcomes.
• Technical/Skills Interview: Questions may delve into your proficiency with design tools (Figma, Jira), understanding of accessibility standards, and experience with agile methodologies.
• Cross-Functional/Behavioral Interview: Discussions with potential team members (engineers, product owners) and leadership to assess collaboration style, problem-solving approach, and how you handle challenges. Prepare STAR method responses.
• Final Interview: Typically with senior leadership to confirm fit and discuss overall strategic alignment.

Portfolio Review Tips:

• Curate for Relevance: Select projects that specifically showcase your D2C experience, client acquisition funnel work, and data-driven design approach.
• Tell a Story: For each project, clearly articulate the problem, your role, the process you followed, your specific contributions, the challenges faced, and the measurable results (e.g., increased conversion, improved task completion, enhanced user satisfaction).
• Highlight Process: Detail your research methods, ideation techniques, prototyping iterations, and how you incorporated feedback and data.
• Showcase Tools & Techniques: Demonstrate proficiency with Figma, Jira, and other relevant tools. Mention your understanding of accessibility and inclusive design.
• Quantify Impact: Wherever possible, use metrics and data to demonstrate the success and ROI of your design solutions.

Challenge Preparation:

• Design Exercise: Be prepared for a take-home design challenge or an in-person whiteboard exercise. This will likely involve analyzing a D2C problem, proposing solutions, and sketching out user flows or interface concepts.
• Strategic Thinking: Practice articulating your design strategy, justifying your decisions with user-centered principles and business goals.
• Stakeholder Communication: Prepare to explain your design rationale clearly and concisely, addressing potential concerns from business or technical teams.

📝 Enhancement Note: The interview process is rigorous and heavily weighted on portfolio demonstration. Candidates must clearly articulate their process, impact, and strategic thinking, especially concerning D2C conversion.

🛠 Tools & Technology Stack

Primary Tools:

• Figma: Essential for UI design, prototyping, and collaborative design workflows. Expect to create detailed mockups, interactive prototypes, and potentially contribute to design systems within Figma.
• Jira: Crucial for agile project management, task tracking, bug reporting, and collaborating with development teams. Familiarity with creating and managing design tickets and workflows is expected.
• Prototyping Tools: Beyond Figma, experience with other prototyping tools (e.g., InVision, Axure) might be beneficial but Figma is highlighted as primary.

Analytics & Reporting:

• Web Analytics Platforms: Familiarity with tools like Google Analytics, Adobe Analytics, or similar platforms to track user behavior, conversion rates, and UX metrics.
• Data Visualization Tools: Experience with tools for creating dashboards and reports (e.g., Tableau, Power BI) to communicate UX performance to stakeholders.

CRM & Automation:

• CRM Systems: While not a direct CRM role, understanding how UX impacts CRM data (e.g., customer profiles, interaction history) and how to design for CRM integration is beneficial.
• A/B Testing Platforms: Experience with tools for conducting A/B tests and multivariate testing to validate design hypotheses and optimize conversion rates.

📝 Enhancement Note: Proficiency in Figma and Jira is non-negotiable. A strong understanding of how UX design integrates with analytics and conversion optimization tools is critical for demonstrating impact to operations teams.

👥 Team Culture & Values

Operations Values:

• Client-Centricity: A deep commitment to understanding and serving the needs of Sun Life's clients, with the UX designer acting as the voice of the customer.
• Excellence & Innovation: Striving for high-quality design outcomes and embracing new technologies and methodologies to drive innovation in digital experiences.
• Collaboration & Teamwork: Fostering a supportive and collaborative environment where ideas are shared, feedback is constructive, and teams work together effectively.
• Data-Driven Decision Making: Emphasizing the use of data and research to inform design choices and measure success, aligning with operational efficiency and performance goals.
• Well-being & Inclusivity: Prioritizing employee well-being, mental health, and fostering an inclusive environment where diverse perspectives are valued.

Collaboration Style:

• Cross-Functional Integration: Active participation in agile teams, working closely with product, engineering, and business units to ensure cohesive product development.
• Open Communication: Encouraging transparent and regular communication, providing clear rationale for design decisions and actively seeking feedback.
• User Advocacy: Proactively championing user needs and advocating for design best practices, even when challenging existing assumptions or processes.
• Knowledge Sharing: Willingness to share expertise, mentor junior colleagues, and contribute to the growth of the Experience Design team's capabilities.

📝 Enhancement Note: The culture emphasizes user advocacy, data-driven approaches, and collaborative problem-solving, all of which are fundamental to successful operations within a large enterprise.

⚡ Challenges & Growth Opportunities

Challenges:

• Balancing User Needs with Business/Technical Constraints: Navigating the complexities of a large financial institution to deliver user-centric designs that are also feasible, scalable, and meet business objectives.
• Driving Adoption of UX Best Practices: Championing human-centered design and continuous UX improvement in a large organization, potentially requiring significant change management efforts.
• Measuring and Communicating Impact: Effectively quantifying the ROI of UX initiatives and clearly communicating their value to diverse stakeholders, including senior leadership.
• Keeping Pace with Technology: Integrating emerging technologies, particularly AI, into design workflows while ensuring ethical considerations and user trust are maintained.

Learning & Development Opportunities:

• Advanced UX Methodologies: Opportunities to deepen expertise in areas like service design, journey mapping, behavioral economics, and advanced user research techniques.
• AI in Design: Hands-on experience with AI tools for design ideation, content generation, and user analysis, contributing to innovation in the field.
• Design Systems Mastery: Contribute to and lead the evolution of Sun Life's design system, ensuring consistency and efficiency across digital products.
• Leadership & Mentorship: Develop leadership skills through project ownership, mentoring junior designers, and influencing strategic design decisions.
• Industry Engagement: Potential to attend industry conferences, workshops, and pursue certifications relevant to UX and digital product development.

📝 Enhancement Note: The challenges presented are common in senior roles within established companies, offering significant opportunities for professional growth and skill development in areas like strategic influence and technological adoption.

💡 Interview Preparation

Strategy Questions:

• "How would you approach defining the UX strategy for a new D2C digital product aimed at acquiring young, digitally-native customers?" (Focus on research, target audience understanding, key journey mapping, and initial value proposition.)
• "Describe a time you had to advocate for a user-centric design solution that faced resistance from business or technical stakeholders. How did you approach it, and what was the outcome?" (Emphasize data-driven arguments, empathy, and collaborative problem-solving.)
• "Given our focus on D2C client acquisition, how would you use A/B testing and UX metrics to optimize a key conversion funnel on our website?" (Detail specific metrics, testing hypotheses, and interpretation of results.)

Company & Culture Questions:

• "What interests you about Sun Life and our D2C digital offerings specifically?" (Research Sun Life's recent digital initiatives, D2C strategy, and any stated values that resonate with you.)
• "How do you see yourself contributing to our collaborative and human-centered design culture?" (Reference specific values like client-centricity, teamwork, and data-driven approaches.)
• "How do you stay current with emerging design trends and AI tools, and how might you apply them to Sun Life's context?" (Showcase continuous learning and innovative thinking.)

Portfolio Presentation Strategy:

• Structure: Begin with a high-level overview of your UX philosophy, then dive into 2-3 meticulously chosen projects. For each project:
  • Context: Briefly outline the company/product and the challenge.
  • Your Role: Clearly define your responsibilities.
  • Process: Detail your research, ideation, design, and testing steps. Use visuals (wireframes, mockups, user flows).
  • Solutions: Showcase key design artifacts and explain your rationale.
  • Impact: Present quantifiable results (metrics, KPIs) and key learnings.
• D2C Focus: Ensure your selected projects strongly highlight your experience with client acquisition, conversion funnels, and digital commerce.
• Data & Metrics: Be prepared to discuss how you used data and metrics to inform decisions and measure success.
• AI Integration: If applicable, discuss how AI tools were used in your projects.
• Conciseness: Be mindful of time; practice your presentation to be engaging and informative within the allotted timeframe.

📝 Enhancement Note: Interview preparation should focus on demonstrating strategic thinking, a deep understanding of the D2C funnel, and the ability to articulate design impact with data, all within the context of Sun Life's values and operational goals.

📌 Application Steps

To apply for this Senior UX Designer position:

• Submit your application through the provided link on the Sun Life careers portal. Ensure your resume and profile are up-to-date and highlight relevant experience.
• Portfolio Customization: Tailor your portfolio to emphasize D2C client acquisition, conversion optimization, and end-to-end digital product development. Select projects that best showcase your strategic thinking, research methodologies, and quantifiable impact.
• Resume Optimization: Review your resume to ensure it clearly articulates your 5+ years of UX experience, proficiency in Figma and Jira, knowledge of accessibility standards, and experience in agile environments. Use keywords from the job description.
• Interview Preparation: Practice presenting your portfolio with a focus on storytelling and data-driven outcomes. Prepare responses to common behavioral and situational interview questions, particularly those related to user advocacy, collaboration, and problem-solving in a hybrid environment.
• Company Research: Gain a comprehensive understanding of Sun Life's business, its D2C strategy, recent digital initiatives, and its stated company values regarding client-centricity, innovation, and employee well-being.

⚠️ 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.

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