Advisor, UX Researcher

What to expect

• Optimize digital buy-flows and sales funnels through comprehensive analysis of user behavior, leveraging multiple data sources including click-level tracking, user surveys, and transactional metrics to enhance conversion rates and service effectiveness.
• Plan, execute, analyze and socialize mixed methods generative research to support strategic initiatives.
• Collect and analyze digital experience data using on-site surveys (e.g., SEQ) to identify improvement opportunities and share results with Content, Product and Design teams.
• Automate and democratize UX research by developing custom tools (Python, R) and creating educational materials and documentation.
• Lead the development, facilitation, and analysis of user testing initiatives to capture feedback on both project-specific and broader journey experience.
• Participate in Agile rituals and work effectively within a Kanban process framework.
• Work collaboratively with UX/UI Design and Digital Product teams to support ongoing initiatives.

What you bring 

• University Degree or College Diploma, or equivalent work experience
• 2+ years' experience in UX Research, with a portfolio that demonstrates end-to-end ownership of generative and evaluative studies across complex digital products and services.
• Experience collaborating cross-functionally with Content design, UX, product, Business, and Customer Journey/Service Design teams within Agile frameworks.
• Ability to distill complex findings into clear, actionable insights and advocate for users through compelling storytelling that drives real product impact.
• Experience with e-commerce and digital buy-flow optimization, including identifying and reducing friction in key conversion paths.
• Proficient in mixed-methods research — from qualitative interviews and usability testing to quantitative analysis, including survey design, A/B testing, and advanced statistical techniques.
• Comfortable coding in R or Python to analyze large datasets, automate research workflows, and scale insights across teams.
• Experience leveraging Large Language Models (LLMs) with a focus on ethical implementation and maintaining human oversight throughout the process.
• Skilled at evaluating interaction design and usability through task-based testing, heuristic reviews, and behavioral analysis.
• Confident in assessing content clarity through comprehension testing — ensuring labels, content, and terminology are intuitive and user-friendly.
• Proficient in information architecture methods such as card sorting and tree testing to validate navigation and content organization.
• Experience exploring tone, visual appeal, and emotional resonance through surveys, preference testing, and design feedback sessions.
• Extensive experience with remote user testing platforms (e.g., , UserZoom) to efficiently recruit participants and conduct moderated/unmoderated studies at scale.
• Proficient with digital experience analytics tools (e.g., FullStory, Content Square) for session replay analysis, heatmap generation, and funnel visualization to identify UX issues and opportunities.
• Experience with customer feedback and survey platforms (e.g., VWO, Medallia, Qualtrics) to collect, analyze and act on user insights through various touchpoints, with a focus on survey design and analysis.

Salary Range: $73,500 - $123,500

Actual salary for the role may vary depending on work location of the successful candidate and other factors including but not limited to, skills, education, experience, working conditions and the local labour market.

This position is being posted to fill an existing vacancy.

We also take potential into consideration. If you don't have this exact experience, but you know you have what it takes, be sure to give us more insight through your application and cover letter. 

Our inclusive work environment welcomes diversity and supports accessibility. If you require accommodation at any time during the recruitment process, please let us know by contacting 

Background checks

This role requires successful clearance of a background check (including criminal checks and leadership references). 

#LI-Hybrid

Definity is the parent company to some of Canada's most long-standing and innovative insurance brands, including Economical Insurance, Sonnet Insurance, Family Insurance Solutions, and Petline Insurance. Our ambition is to be one of Canada's leading and most innovative property and casualty insurers. We can't do that without our people, so we embrace and encourage a culture that's collaborative, ambitious, rewarding, and empowering. 

We offer a flexible, hybrid work experience where employees work from the office and virtually depending on the type of work they are doing and who they are working with. Bring your true self and be a part of our journey. It's better here. 

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