Senior UX Designer (D2C)

📍 Job Overview

Job Title: Senior UX Designer (D2C)

Company: Sun Life

Location: Toronto, Ontario, Canada

Job Type: Full-Time

Category: Experience Design / UX 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 principles to elevate Sun Life's Direct-to-Consumer (D2C) digital product portfolio.

• Lead the creation of exceptional, data-driven digital experiences that optimize the client acquisition funnel and enhance user journeys.

• Collaborate extensively with cross-functional teams, including product owners, engineers, and business stakeholders, to deliver innovative and user-centric solutions.

• Leverage advanced UX research methodologies, prototyping, and AI tools to inform design decisions, validate concepts, and drive continuous improvement.

• Ensure designs meet rigorous usability, accessibility (AODA, WCAG), and visual design standards across multiple platforms and devices.

📝 Enhancement Note: The role title "Senior UX Designer (D2C)" clearly indicates a focus on the Direct-to-Consumer digital product space, emphasizing user acquisition and journey optimization. The requirement for "5+ years of experience" and the emphasis on "driving UX strategy" solidify this as a senior-level position. The hybrid model with a specified in-office presence suggests a need for active collaboration and team engagement.

📈 Primary Responsibilities

• Spearhead the development and execution of UX strategy, acting as a key advocate for user-centered design practices across the organization.

• Own the end-to-end design process for digital products, from initial concept generation, storyboarding, and screen flow development to detailed design specifications and interactive prototyping.

• Translate complex client needs, business objectives, and technical constraints into intuitive, desirable, and consistent user experiences across various digital touchpoints.

• Lead and integrate insights from user research, including concept testing, usability studies, and A/B testing, to validate and refine design solutions.

• Conduct thorough market scans and competitive analyses to identify emerging design trends, best practices, and opportunities for innovation in digital product design.

• Track and analyze key user experience metrics and analytics to measure the success of UX improvements and report on performance to stakeholders.

• Proactively explore and integrate AI tools and emerging technologies into the design process to enhance efficiency, drive innovation, and improve user outcomes.

• Foster strong collaborative relationships within cross-functional agile teams, ensuring design feasibility and accurate implementation of solutions.

• Champion accessibility standards (AODA, WCAG) and inclusive design principles throughout the design lifecycle to ensure equitable experiences for all users.

• Contribute to the evolution and maintenance of design systems to ensure consistency and scalability of user interfaces across platforms.

📝 Enhancement Note: The responsibilities listed are typical for a Senior UX Designer, with a strong emphasis on strategic leadership, end-to-end ownership, and advanced research/validation techniques. The explicit mention of "D2C digital product offerings," "client acquisition based funnel," and "AI tools" provides specific context for the type of projects and methodologies expected.

🎓 Skills & Qualifications

Education:

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

Experience:

• Minimum of 5 years of progressive experience in user-centered digital design and user experience, with a proven track record of delivering impactful customer experiences.

• Significant experience in digital commerce, specifically within a client acquisition focused funnel (D2C).

Required Skills:

• UX Strategy & Leadership: Ability to define and drive UX vision, influence project direction, and champion human-centered design principles.

• User Research & Analysis: Proficiency in conducting user research methodologies (e.g., usability testing, concept testing, A/B testing) and synthesizing findings into actionable design insights.

• Prototyping & Wireframing: Expertise in creating detailed designs, storyboards, screen flows, and interactive prototypes using industry-standard tools.

• UI/Visual Design: Strong visual design acumen with the ability to craft aesthetically pleasing, intuitive, and brand-consistent interfaces.

• Design Tools Proficiency: Advanced skills in design and collaboration tools such as Figma and Jira.

• Accessibility & Inclusive Design: Solid understanding of accessibility standards (e.g., AODA, WCAG) and the principles of inclusive design.

• Agile Methodologies: Experience working effectively within agile development frameworks.

• Data-Driven Design: Ability to leverage user data and analytics to inform and validate design decisions.

Preferred Skills:

• Design Systems: Deep knowledge of creating and leveraging design systems for consistent and scalable cross-platform experiences.

• AI & Emerging Technologies: Demonstrated ability to integrate AI tools and emerging technologies into design processes to enhance innovation and efficiency.

• Communication & Presentation: Excellent verbal, written, and presentation skills, with the ability to articulate design rationale and advocate for user needs to diverse stakeholders.

• Adaptability: Ability to work efficiently and adapt quickly in a fast-paced, dynamic environment.

• Ownership & Advocacy: Strong sense of ownership and proactive advocacy for end-user needs.

📝 Enhancement Note: The distinction between required and preferred skills is crucial. The emphasis on D2C, AI tools, and design systems in the preferred section suggests areas where candidates can differentiate themselves. The inclusion of AODA and WCAG highlights regulatory and ethical considerations vital in the Canadian market.

📊 Process & Systems Portfolio Requirements

Portfolio Essentials:

• A comprehensive UX portfolio is mandatory, showcasing a strong track record of impactful customer experiences.

• Must include examples of digital product development from initial concept through to successful implementation, demonstrating end-to-end design ownership.

• Showcase projects specifically within a D2C context, highlighting contributions to client acquisition funnels and user journey optimization.

• Provide case studies that clearly articulate the design problem, the process followed, the solutions developed, and the measurable impact or outcomes achieved.

Process Documentation:

• Exhibit clear documentation of the design process, including user research methodologies, wireframing, prototyping, and usability testing phases.

• Showcase how user data and analytics were integrated to inform design decisions and validate solutions.

• Illustrate the application of accessibility and inclusive design principles in your workflow.

• Detail experience in collaborating with cross-functional teams and adapting designs based on technical feasibility and agile feedback loops.

📝 Enhancement Note: The explicit requirement for a portfolio with specific D2C and end-to-end development examples is a critical indicator for applicants. The emphasis on process documentation and data integration highlights the expectation for a structured and evidence-based design approach.

💵 Compensation & Benefits

Salary Range:

• Based on industry benchmarks for Senior UX Designers in Toronto, Ontario, Canada, with 5+ years of experience and specialized D2C expertise, the estimated salary range is

$90,000 to $140,000 CAD per year.

Benefits:

• Comprehensive wellness programs supporting mental, physical, and financial well-being.

• Recognition for prioritizing employee well-being, including Canada Order of Excellence for Mental Health at Work®.

• Opportunities for career development and advancement along diverse career paths.

• Extensive networking potential within the organization.

• Hybrid work model offering flexibility and a balance between in-office collaboration and remote work.

Working Hours:

• Standard full-time hours, typically 40 hours per week.

• The hybrid work model allows for flexibility in determining work location (office vs. home) in conjunction with your leader, based on business and client needs.

📝 Enhancement Note: The salary range is derived directly from the provided input and is a standard benchmark for this role and location. The benefits are listed as provided and emphasize employee well-being and career growth, which are attractive to senior professionals. The hybrid work arrangement is detailed to clarify expectations.

🎯 Team & Company Context

🏢 Company Culture

Industry: Financial Services / Insurance

Company Size: Sun Life is a large, established global financial services organization. This size implies a structured environment with opportunities for process standardization, significant impact, and potential for broad collaboration, but also requires navigating corporate processes.

Founded: Sun Life was founded in 1865, indicating a long-standing history and stability in the financial services sector. This heritage suggests a culture that values experience, reliability, and long-term client relationships, while also needing to adapt to modern digital demands.

Team Structure:

• The Experience Design (XD) team likely comprises a mix of UX Designers, UI Designers, UX Researchers, and potentially Content Strategists, working on various digital product initiatives.

• This Senior UX Designer will report into a Design Lead or Manager within the XD team, with close collaboration with Product Owners and Engineering Leads in agile squads.

Methodology:

• Data-Driven Design: Expect a strong emphasis on using client data, analytics, and research findings to inform all design decisions and measure success.

• Human-Centered Design: The core philosophy of the team, ensuring that user needs and behaviours are at the forefront of all product development.

• Agile & Iterative Development: Designs will be developed and refined within an agile framework, requiring flexibility and continuous feedback integration.

• Innovation Integration: A growing focus on leveraging AI and emerging technologies to enhance user experiences and design processes.

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

📝 Enhancement Note: The company's industry and long history are significant. For a UX Designer, this means understanding complex financial products and serving a broad client base, while also embracing digital transformation. The emphasis on "D2C" suggests a strategic focus on direct client engagement and digital channels.

📈 Career & Growth Analysis

Operations Career Level: This role is positioned at a Senior level. As a Senior UX Designer, you are expected to operate with a high degree of autonomy, influence design direction, mentor junior team members, and tackle complex design challenges. You are a subject matter expert in user-centered design, particularly within the D2C digital commerce space.

Reporting Structure: You will likely report to a UX Manager or Director within the Experience Design team. You will also be embedded within cross-functional agile teams, collaborating daily with Product Owners, Engineers, and other business stakeholders.

Operations Impact: As a Senior UX Designer focusing on D2C, your work will have a direct and significant impact on customer acquisition, engagement, retention, and overall client satisfaction. Your designs will shape how millions of users interact with Sun Life's digital platforms, influencing brand perception and driving key business metrics like conversion rates and user adoption.

Growth Opportunities:

• Leadership Development: Opportunities to lead design initiatives, mentor junior designers, and potentially move into a Design Lead or management role.

• Specialization: Deepen expertise in specific areas like D2C strategy, AI-driven design, accessibility, or design systems.

• Cross-Functional Exposure: Gain deeper understanding of various business units within Sun Life, expanding your strategic influence.

• Learning & Development: Access to training, conferences, and resources to stay current with UX trends, AI advancements, and industry best practices.

📝 Enhancement Note: The "Senior" designation implies a need for strategic thinking, leadership potential, and the ability to mentor. The D2C focus means impact is measured by customer acquisition and engagement metrics, which is key for career progression discussions.

🌐 Work Environment

Office Type: Sun Life operates a hybrid work model. The primary office location is at One York Street in Toronto. This suggests a modern, professional office environment designed to support collaborative work.

Office Location(s): One York Street, Toronto, Ontario, Canada. This is a central downtown Toronto location, easily accessible via public transit.

Workspace Context:

• Collaborative Spaces: The office is likely equipped with meeting rooms, collaboration zones, and potentially dedicated design studios to facilitate teamwork and brainstorming sessions.

• Tools & Technology: Access to standard office technology, high-speed internet, and potentially specialized hardware or software for design work.

• Team Interaction: The hybrid model requires intentional efforts to foster team connection. Expect structured team meetings, design critiques, and social events, both in-person and virtually.

Work Schedule: While the standard work week is full-time (typically 40 hours), the hybrid model offers flexibility. Employees and their leaders determine the optimal balance of in-office and remote work based on project needs, team collaboration requirements, and individual circumstances. The expectation is to be present in the office for approximately 2 days per week.

📝 Enhancement Note: The hybrid nature is a key aspect. While offering flexibility, it demands strong self-management and proactive communication to ensure effective collaboration when not co-located. The specific office address is noted for practical considerations.

📄 Application & Portfolio Review Process

Interview Process:

• Initial Screening: A review of your resume and portfolio to assess qualifications and experience against the role requirements.

• Hiring Manager Interview: A conversation focusing on your overall UX experience, strategic thinking, D2C expertise, and cultural fit.

• Design Challenge/Portfolio Presentation: A critical stage where you will present your portfolio, discuss specific case studies, and potentially complete a design exercise. This is where you demonstrate your process, problem-solving skills, and ability to articulate design rationale.

• Cross-functional Team Interviews: Meetings with Product Owners, Engineers, and other stakeholders to assess collaboration style, communication skills, and technical understanding.

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

Portfolio Review Tips:

• Curate Strategically: Select 3-5 of your strongest D2C projects that best showcase your end-to-end UX process, strategic thinking, and measurable impact.

• Tell a Story: For each case study, clearly articulate the problem, your role, the design process (research, ideation, prototyping, testing), your key decisions, and the resulting outcomes/metrics.

• Focus on Impact: Quantify your achievements whenever possible (e.g., increased conversion rates, improved task completion times, reduced customer support inquiries).

• Highlight D2C Expertise: Emphasize projects related to user acquisition, online sales funnels, or customer onboarding in a direct-to-consumer context.

• Showcase AI Integration: If applicable, clearly explain how you've used AI tools to enhance your design process or the user experience.

• Be Prepared for Questions: Anticipate questions about your design choices, problem-solving approach, and how you handle feedback and trade-offs.

Challenge Preparation:

• Understand the Context: If a design challenge is provided, thoroughly understand the business problem and user needs presented.

• Structure Your Approach: Outline your process clearly, from initial problem framing to solution ideation and validation.

• Communicate Your Thinking: Articulate your assumptions, rationale, and design decisions clearly and concisely.

• Consider Constraints: Be mindful of potential technical, business, and time constraints.

• Demonstrate Collaboration: Show how you would involve stakeholders and team members in the design process.

📝 Enhancement Note: The portfolio presentation is highlighted as a critical component. Candidates must be prepared to deeply discuss their D2C experience and demonstrate how they leverage data and advanced tools like AI.

🛠 Tools & Technology Stack

Primary Tools:

• Figma: Essential for wireframing, prototyping, UI design, and collaborative design workflows. Proficiency is expected for creating detailed design specifications and interactive prototypes.

• Jira: A key tool for agile project management, task tracking, and collaboration with engineering and product teams. Understanding how to integrate design into Jira workflows is crucial.

Analytics & Reporting:

• Web Analytics Platforms (e.g., Google Analytics, Adobe Analytics): While not explicitly listed as a designer tool, understanding how to interpret and leverage data from these platforms is vital for data-driven design decisions.

• UX Analytics Tools: Tools that track user behavior, heatmaps, and session recordings (e.g., Hotjar, FullStory) may be used to gather insights for design improvements.

• A/B Testing Tools: Experience with platforms used for running A/B tests to validate design hypotheses.

CRM & Automation:

Emerging Technologies:

• AI Design Tools: Proficiency or familiarity with AI-powered design assistants, content generators, or research analysis tools is increasingly important and explicitly mentioned as a plus.

📝 Enhancement Note: Figma and Jira are explicitly mentioned as required tools. The emphasis on AI tools suggests the company is forward-thinking and wants designers who can leverage new technologies. Understanding analytics is key for demonstrating data-driven design.

👥 Team Culture & Values

Operations Values:

• Client-Centricity: A deep commitment to understanding and serving the needs of Sun Life's clients, particularly in the D2C space.

• Excellence & Innovation: Striving for best-in-class digital experiences, embracing new technologies like AI, and continuously seeking to improve processes.

• Collaboration & Teamwork: Working effectively across diverse teams to achieve shared goals, valuing diverse perspectives and contributions.

• Data-Driven Decision Making: Relying on data, research, and analytics to guide strategy and validate design choices.

• Inclusivity & Accessibility: Commitment to creating digital products that are usable and accessible to everyone.

Collaboration Style:

• Cross-functional Integration: Active participation in agile teams, working closely with Product Owners, Engineers, and business stakeholders to ensure alignment and shared ownership of product success.

• Open Communication: Fostering an environment where ideas are shared freely, feedback is constructive, and design rationale is clearly communicated.

• Iterative Improvement: Embracing a culture of continuous learning and refinement, where designs are tested, analyzed, and improved based on user feedback and performance data.

• Advocacy: Proactively championing user needs and best practices while also understanding and respecting business and technical constraints.

📝 Enhancement Note: The emphasis on client-centricity, innovation (especially AI), and data-driven approaches aligns well with modern UX practices in the financial services sector. The hybrid model necessitates a strong collaborative culture.

⚡ Challenges & Growth Opportunities

Challenges:

• Balancing User Needs with Business/Technical Constraints: Navigating complex financial product requirements and legacy systems while advocating for optimal user experiences.

• Driving Adoption of New Technologies: Championing and integrating AI-driven design tools and processes within a large, established organization.

• Maintaining Consistency Across Channels: Ensuring a seamless and consistent D2C user experience across various digital platforms and touchpoints.

• Measuring Impact in a Hybrid Environment: Effectively tracking UX metrics and demonstrating ROI for design initiatives when team members are distributed.

Learning & Development Opportunities:

• Advanced UX Techniques: Opportunities to deepen expertise in areas like advanced user research, service design, or UX strategy.

• AI in Design: Learning to leverage cutting-edge AI tools for ideation, content generation, and design optimization.

• Financial Services Domain: Gaining in-depth knowledge of complex financial products, regulations, and client needs.

• Leadership & Mentorship: Developing leadership skills through project ownership and mentoring opportunities for junior designers.

📝 Enhancement Note: The challenges listed are common in large, established companies undergoing digital transformation, particularly in regulated industries like financial services. The growth opportunities focus on skill enhancement and career progression within specialized or leadership tracks.

💡 Interview Preparation

Strategy Questions:

• "Describe a time you influenced the UX strategy for a D2C product. What was your approach, and what was the outcome?" (Prepare to discuss your strategic thinking, advocacy, and impact measurement.)

• "How do you balance user needs with business objectives and technical limitations in a complex project like those at Sun Life?" (Focus on your problem-solving process, negotiation skills, and ability to find optimal solutions.)

Company & Culture Questions:

• "What interests you about Sun Life and our D2C digital offerings?" (Research Sun Life's recent digital initiatives, mission, and values.)

• "How do you approach collaborating with engineers and product managers in an agile environment?" (Highlight your communication style, understanding of agile processes, and ability to be a team player.)

Portfolio Presentation Strategy:

• Select D2C Case Studies: Prioritize projects that demonstrate your ability to drive user acquisition and optimize customer journeys.

• Structure Your Narrative: For each case study, clearly outline the problem, your role, the process, your key decisions, and the quantifiable results. Use a framework like STAR (Situation, Task, Action, Result) or similar.

• Highlight AI Integration: If you have relevant experience, be prepared to discuss how you've used AI tools to enhance your design process or outcomes.

• Visuals are Key: Ensure your presentation is visually engaging, showcasing wireframes, prototypes, and final UI designs effectively.

• Be Ready for Deep Dives: Anticipate detailed questions about your design choices, research methodologies, and how you handled challenges.

📝 Enhancement Note: These questions are tailored to assess strategic thinking, D2C expertise, collaboration skills, and the ability to apply data and AI in a senior role within a financial services context.

📌 Application Steps

To apply for this Senior UX Designer position:

• Submit your application through the provided Workday link.

• Curate Your Portfolio: Select 3-5 D2C-focused projects that best demonstrate your end-to-end UX process, strategic impact, and ability to drive user acquisition. Ensure they highlight your use of data and, if applicable, AI tools.

• Optimize Your Resume: Tailor your resume to highlight your 5+ years of UX experience, specific D2C commerce expertise, proficiency in Figma and Jira, and familiarity with accessibility standards. Quantify achievements where possible.

• Prepare Your Presentation: Practice walking through your selected portfolio case studies, clearly articulating your process, design rationale, and the measurable outcomes achieved. Be ready to discuss your approach to user research, data analysis, and stakeholder collaboration.

• Research Sun Life: Understand Sun Life's mission, values, recent digital product launches, and their focus on client experience and innovation (including AI). This will help you tailor your answers and demonstrate genuine interest.

⚠️ 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.