XD Advisory Group

Geneviève is a strategic design leader with hands-on product and service design expertise and 10+ years of experience empowering creative teams in fast-paced tech environments.

She helps companies thrive by understanding their service ecosystem and identifying growth opportunities that balance value to people and deliver on business intent.

She is passionate about shaping ways of working in organizations to foster human-centricity, systems thinking and evidence-based product practice. And she's known for nurturing a team culture where growth and inclusion flourish.

From robotics to healthcare and consumer services, Geneviève has been entrusted with the digital experiences of some of the most recognized brands in Canada. At Shopify, her team designed the inbound logistics workflows, helping the business meet critical scale targets. Her work on the Canada Post website, mobile app and illustration system has brought lasting value to millions of Canadians. And she is proud to have shaped digital and physical services for patients and families at SickKids Hospital.

Geneviève has actively supported the design community throughout her career and has been a proud RGD member since 2006.

As a creative leader with over 20 years of strategic management experience and hands-on expertise in various digital ecosystems and industries, I've built my career by designing insight-based, accessible products and experiences that engage, convert, and retain diverse audiences, ultimately driving organizational growth. Being one of the few UX Master-certified professionals in Canada, I specialize in creating and scaling consistent, cohesive, innovative, and highly usable omni-channel experiences. Notably, I've led the development of multiple company-wide design systems and the XE currency app, which boasts over 80 million installs. Along the way, I've successfully grown and led design teams, fostering collaboration, innovation, and a commitment to excellence.

In addition to my professional work, I'm an active Association of Registered Graphic Designers (RGD) Board Director and Vice Chair of the Diversity & Inclusion Committee. I conduct portfolio reviews and RGD new member portfolio evaluations. Hosting monthly webinars, I champion accessibility for web and mobile spaces. Additionally, I share my expertise at industry events and teach UX/UI design at the University of Toronto, where I enjoy mentoring and identifying up-and-coming talent.

Katrina Lovrick is a specialist in UX—focusing on products that meet both user and client goals, and spark joy. She particularly works on projects in the government, education, financial, and healthcare sectors. She is also a Course Director and Instructor at York's Design Program, teaching Visual Interaction Design.

Since 2010 I have been working with clients and teams to strategically develop and communicate their brands on the web. My expertise lies in utilizing user research, data analysis, and design thinking, coupled with a deep understanding of web best practices and UX principles, to drive company and brand growth. I am fuelled by a passion for exploration in all aspects of my work, deriving deep satisfaction from understanding and catering to user needs and desires. My goal is to continually enhance the user experience of websites and assist brands in effectively engaging with their audiences.