Privacy Policy

Last updated: July 2026

Data Controller: Alice Helen Ferguson, trading as AHF Studio

This Privacy Policy explains how Alice Helen Ferguson ("we", "us", "our") collects, uses, stores, and protects your personal data when you visit or interact with alicehelenferguson.com. We are committed to handling your data responsibly and in compliance with the UK General Data Protection Regulation (UK GDPR), the Data Protection Act 2018, and the Data (Use and Access) Act 2025.

Please read this policy carefully. By using this website, you acknowledge that you have read and understood it.

1. Who We Are

Alice Helen Ferguson is a freelance Learning Designer and eLearning Developer, operating as a sole trader under the trading name Alice Helen Ferguson, based in the United Kingdom.

For the purposes of UK data protection law, Alice Helen Ferguson is the Data Controller for all personal data collected through this website.

Contact:

Email: hello@alicehelenferguson.com

Website: alicehelenferguson.com

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2. What Data We Collect and Why

We collect personal data in the following ways:

2.1 Website Visitors (General Browsing)

When you visit this website, Wix (our hosting and website platform) automatically collects standard technical data including:

- IP address and approximate location
- Browser type and version
- Device type
- Pages visited and time spent
- Referring URL

Lawful basis: Legitimate interests (to maintain site security, understand how the site is used, and improve user experience).

2.2 Enquiries & Contact

When you send us an enquiry via the contact form, email, or by booking a discovery call, we collect:

- Your name
- Your email address
- Your organisation or job title (if provided)
- The content of your message or booking details

Lawful basis: Legitimate interests (to respond to your enquiry and assess potential work); or performance of a contract (where the enquiry leads to a project).

Booking calls: Discovery calls may be booked via a third-party scheduling tool. Please refer to that tool's own privacy policy for details of how it handles your booking data.

2.3 Client Work & Project Enquiries

If we work together on a project, we will collect and process additional data necessary to deliver the work (for example, contact details, project briefs, feedback). This will be governed by a separate client agreement where applicable.

Lawful basis: Performance of a contract.

2.4 Digital Product Purchases (PA Builder)

If you purchase the PA Builder via our Wix store, we collect:

Your name and email address
Payment details (processed by Wix Payments or PayPal - we do not store card details)
Your purchase record and transaction ID
Your answers to the PA Builder interview questions (processed client-side only; not stored on our servers)

Lawful basis: Performance of a contract; legal obligation (tax records).

For full details, please see the PA Builder Privacy Policy.

2.5 Members Area

If you register for a members account on this site to access the PA Builder, Wix collects your registration details (name, email, password). We use this only to manage your access.

Lawful basis: Performance of a contract.

2.6 Marketing & Updates

If you opt in to receive news or updates from us (for example, via a newsletter sign-up or checkout opt-in), we will use your name and email address to send you relevant communications.

Lawful basis: Consent. You can withdraw consent at any time by clicking "unsubscribe" in any email or contacting us directly.

We will never add you to a mailing list without your explicit, freely given consent. Opt-in checkboxes are never pre-ticked.

3. Cookies

This website uses cookies. Cookie consent is managed via **Usercentrics**, our consent management platform. When you first visit the site, you will be presented with a cookie banner allowing you to accept, reject, or customise which cookies are set.

Types of cookies used:

Essential / Functional cookies: used for site login, security, and basic functionality. Consent is not required as these are strictly necessary.

Analytics cookies: used to understand how visitors use the site (for example, page views and navigation). Your consent is required before these are set.

Marketing cookies: used for advertising or remarketing purposes. Your consent is required before these are set.

You can view, update, or withdraw your cookie consent at any time using the cookie settings button on the site.

Third-party cookies: Wix and any embedded third-party tools (such as a booking widget or social media embeds) may set their own cookies. Usercentrics manages consent for these where possible.

4. Data Sharing

We share your personal data only where necessary and only with trusted processors:

Wix: Our website, store, and members area platform. Wix Privacy Policy (https://www.wix.com/about/privacy)
Wix Payments / PayPal: Payment processing for digital product purchases. PayPal Privacy Policy (https://www.paypal.com/uk/legalhub/privacy-full)
Netlify: Hosts the PA Builder web application. Netlify Privacy Policy (https://www.netlify.com/privacy/)
Usercentrics: Cookie consent management platform. Usercentrics Privacy Policy (https://usercentrics.com/privacy-policy/)
Email/scheduling tools: Any third-party tool used to manage enquiries or book calls (details available on request).
HMRC: We may share limited financial data to comply with UK tax obligations.

We will never sell your personal data to third parties. We will never share it for purposes beyond those described in this policy without your consent.

5. How Long We Keep Your Data

Website analytics data: As set by Wix/analytics tool (typically 26 months)
Enquiry and contact emails: 2 years from last contact, then deleted
Client project data: 6 years from project completion (legal/contractual obligations)
Purchase records: 6 years from purchase date (HMRC requirements)
Members area account data: Until the account is deleted or inactive for 3 years
Marketing consent and email history: Until you unsubscribe or withdraw consent

6. Your Rights

Under UK GDPR, you have the following rights regarding your personal data:

Right of access: Request a copy of the data we hold about you.
Right to rectification: Ask us to correct inaccurate or incomplete data.
Right to erasure: Ask us to delete your data, subject to legal retention obligations.
Right to restriction: Ask us to limit how we process your data in certain circumstances.
Right to object: Object to processing based on legitimate interests.
Right to withdraw consent: Where processing is based on consent, you can withdraw it at any time without affecting the lawfulness of prior processing.
Right to data portability: Request your data in a structured, commonly used format where technically feasible.

To exercise any of these rights, please contact us at hello@alicehelenferguson.com. We will respond within one calendar month.

7. Data Security

We take reasonable technical and organisational measures to protect your personal data. This includes using reputable platforms (Wix, PayPal) with industry-standard security practices, and limiting access to your data to only what is necessary.

If you believe your data has been compromised, please contact us immediately at hello@alicehelenferguson.com.

8. International Data Transfers

Some of our third-party service providers may process data outside the UK. Where this occurs, we ensure appropriate safeguards are in place in accordance with UK GDPR international transfer requirements (e.g. adequacy decisions or standard contractual clauses).

9. Children's Privacy

This website is not directed at children under the age of 13. We do not knowingly collect personal data from children. If you believe a child has provided us with personal data, please contact us and we will delete it promptly.

10. Third-Party Links

This website may contain links to third-party websites (for example, portfolio case studies, tools, or resources). We are not responsible for the privacy practices of those sites and encourage you to read their privacy policies before providing any personal data.

If you are unhappy with how we have handled your personal data, you have the right to lodge a complaint with the UK's supervisory authority:

Information Commissioner's Office (ICO)

Website: ico.org.uk

Helpline: 0303 123 1113

We would appreciate the opportunity to resolve your concern directly first - please contact us at hello@alicehelenferguson.com.

12. Changes to This Policy

We may update this Privacy Policy from time to time to reflect changes in our practices or legal requirements. Any updates will be posted on this page with a revised date. We encourage you to check back periodically.

13. Contact

Alice Helen Ferguson – AHF Studio

Email: hello@alicehelenferguson.com

Website: alicehelenferguson.com

This policy applies to the website alicehelenferguson.com and all services offered through it. For product-specific policies, please see the PA Builder Privacy Policy and Digital Product Policy.