Hi I'm Alice

I design learning experiences that people do not resent.

Most workplace training fails, not because the content is wrong, but because it is built like information transfer instead of a learning experience.

I fix that.

I help you turn expert knowledge into learning that feels clear, human, and genuinely usable, even when the content is complex and the audience is busy.

My work sits at the intersection of learning psychology (how people actually absorb information), design thinking (how to guide attention and create clarity), and practical instructional design (how to structure behaviour change, not just “cover content”).

I work with learning agencies, in-house L&D teams, course creators, and growing businesses who have knowledge worth sharing, and want to share it properly.

If you are drowning in options, struggling to make training feel relevant, or trying to package expertise into something people can actually use, let’s talk.

Smiling woman holding a small dog, both seated, with plain white background about them.

I design learning architecture, not just courses.

Most training focuses on information transfer. I focus on behaviour change. That means starting with what people need to DO differently, then designing the learning experience that gets them there.

I use frameworks like Action Mapping to identify performance gaps before touching any authoring tools. Because if you start with content instead of outcomes, you'll create training that informs but doesn't transform.

Good design helps good learning.

I come from a creative background—art and photography teaching, critical thinking, design thinking processes. I bring that lens to every learning project.

Visual hierarchy, narrative structure, multimedia choices, scenario design, every design decision either supports the learning outcome or it doesn't. There are no neutral choices in learning design.

I meet learners where they are.

Adult learners have jobs, priorities, and limited time. I design training that respects that reality. No fluff. No "nice to know." Just clear, structured learning experiences that deliver transformation efficiently.

Learning Psychology:

I understand how people learn, from teens to adults, beginners to experts. I structure information the way brains actually process it, not just the way it makes sense to the expert. That means scenario-based learning, spaced repetition, cognitive load management, and real-world application.

Design Thinking:

Good design guides. I create visuals, layouts, and experiences that lead learners from confusion to clarity without getting in the way. Clean interfaces. Intentional colour and typography choices. Multimedia that adds value, not decoration.

Instructional Strategy:

I write learning content that connects with your audience, explains complex ideas clearly, and drives action. Whether that's scenario scripts, feedback copy, or full programme narratives—words matter, and I choose them carefully.

I've spent over a decade designing learning experiences across education, heritage, and corporate sectors:

Historic England – Led digital learning transformation for the training team, designing and implementing eLearning programmes on a Moodle LMS, converting face-to-face training to online formats, and advising on learning strategy
Learning Agencies – Currently work with Ignition Creative and ICS Learn on client projects ranging from automotive training (Yamaha, Toyota) to leadership development programmes
Academic & Professional Training – Designed university-level curriculum, taught critical thinking and creative development, and created professional training programmes for diverse audiences

Qualifications:

Master's in Education (MA Artist Teachers and Contemporary Practice)
Professional Diploma in Digital Learning Design (Distinction)
PGCE (Postgraduate Certificate in Education)

What I actually build:

Scenario-based eLearning modules (RISE 360, Genially)
Training programme architecture and curriculum design
Learning needs analysis and performance consulting
Storyboards and instructional writing
Compliance training that doesn't feel like compliance training
Onboarding programmes and process documentation

Beyond The Work

When I'm not designing learning experiences, you'll find me surfing around the South West Coast or hiking the Coastal Paths with my furry companion Frida.

I am based in Falmouth and work with clients across the UK and internationally.

woman paddling on a surfboard in the ocean, waves, blue sky and a sunny day. alicehelenferguson