Portfolio
Helping people achieve meaningful, sustainable results
Deb Halliday
Learning Designer | Business Skills Trainer | Digital Learning Consultant
I design clear, engaging, and results-driven learning experiences that help business owners, accountants, and coaches build financially healthy businesses.
With a strong background in instructional design, business education, and adult learning, I create practical solutions that increase clarity, improve performance, and support behaviour change. I truly believe we all deserve to live a happy, thriving, empowered, and loving life. It is my passion to help people achieve their dreams and take powerful steps forward as they achieve their deepest desires.
It’s this passion that led me to pursue education and a career that is focused on helping others. I believe that we all have callings in life and that my purpose is to be of service to others.
What I Do ..
End-to-end learning design (analysis, design, development, implement, evaluation)
Scenario-based learning and story-driven, interactive modules
Articulate 360
Video scripting & voiceover production (including Capcut, AI narration using ElevenLabs)
Curriculum design & multi-module programme mapping
Business & financial education design
Membership and academy build-outs (GoHighLevel, FEA Create, Thinkific etc)
Resource creation: workbooks, templates, spreadsheets, case studies, instructor guides, transcripts (Chatgpt, Claude, Grok, Canva, Vimeo, Riverside)
Featured Projects
Evolution of the Financially Healthy Business Programme
Type
Learning Experience Design • Digital Course Transformation • Programme Evolution • Instructional Design
Tools Used
Articulate 360 (Rise & Storyline)
Canva
Google Workspace
ElevenLabs (narration)
YouTube & Podcast Hosting Tools
PDF Brochure Design
Custom Framework Development (Assign–Align–Achieve)
Audience
Small business owners who need clear, jargon-free financial education, and internal financial coaches and facilitators delivering Profit First–based financial support.
Later expanded to include accountants, bookkeepers, and business coaches seeking a structured, scalable financial training system.
My Role
Creator • Lead Instructional Designer • Author • Producer
I designed the full evolution of the programme from its earliest 1:1 coaching version through to a fully productised online academy.
I led the research, curriculum design, Articulate 360 development, story-based learning, templates, exercises, case studies, assets, book creation, and the wider ecosystem (quiz, brochure, podcast, and social content).
The Problem
Clients consistently felt confused and overwhelmed by traditional financial reporting tools.
Although the numbers were accurate, the reports were not accessible. Business owners struggled to interpret profit, cashflow, pricing, and tax, which reduced confidence and prevented informed decision-making.
The internal challenge was capacity:
1:1 support filled quickly, the team version still relied heavily on human delivery, and demand continued to grow.
The Solution
I designed a structured financial coaching programme that evolved over four major phases:
1:1 Financial Coaching Programme
A clear, simplified financial education system that replaced jargon with real examples, stories, and practical actions.
Team-Facilitated Programme
I created templates, delivery scripts, worksheets, SOPs, and session frameworks so our internal financial coaches could deliver consistently at scale.
DIY Online Programme (Articulate 360)
Rebuilt as a digital self-paced course using Articulate Rise and Storyline.
Includes:
• Chunked modules
• Case studies
• Behaviour-based tasks
• Simple language
• Step-by-step implementation
• Scenario-based learning
Full Learning Ecosystem
As the programme developed, I created supporting assets to reinforce the learning experience and reach a wider audience:
• The book: How to Build a Financially Healthy Business
• Diagnostic quiz
• Programme brochure
• Podcast series
• Social media education campaign
The Financially Healthy Business Online Academy
Final version: a fully productised 4-level, 12-module programme built around mindset, Profit First, pricing, cashflow, forecasting, growth, risk, and long-term planning.
All housed in FEA Create a white label High Level platform for a professional, mobile-ready learning experience.
Results
• Transformed a capacity-restricted 1:1 service into a scalable digital product
• Created a complete learning ecosystem aligned with KPI methodology (Publish, Product, Profile, Partnerships)
• Enabled business owners to understand financial reports, make confident decisions, and build sustainable businesses
• Delivered consistent learning outcomes through structured modules, stories, exercises, and templates
• Expanded reach from individual clients to a global audience
• Established a repeatable, evergreen revenue stream through digital delivery
• Provided a professionally designed course for wider audiences including clients of accountants, bookkeepers, and business coaches.
Click image to load walkthrough
Profit First Professionals UK & Ireland University – Strategy + Build Project
Type: Curriculum architecture | Multi-module certification pathway
Tools: Thinkific, Canva, Vimeo, Capcut, Elevenlabs, Chatgpt, Google Workspace,
Audience: Accountants, bookkeepers and financial coaches becoming Profit First Professionals
My Role:
Co-architect of the full University curriculum
Strategy and mapping of 4 certification levels
Development of modules, learning outcomes and assessment frameworks
Creation of instructor guides, templates, case studies and resources
Collaboration with UK licence holder
Ensured alignment with adult-learning theory (Bloom, Gagné, Kirkpatrick)
Problem: The UK & Ireland region needed a consistent, structured, location specific and pedagogically sound pathway for training and certifying UK & Ireland Profit First Professionals.
Solution: A 2 track multi-level curriculum aligned with the Absorb → Reflect → Learn → Apply framework, ensuring practitioners develop progressively from foundations to thought leader.
Results:
Recognised, structured pathway now used in the UK & Ireland
Increased clarity and consistency across the membership
Comprehensive resource library produced (templates, scripts, case studies, guides)
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Profit First Mini-Course
Type: Mini-course | End-to-end learning design
Tools: Articulate 360
Audience: Business owners wanting to understand Profit First foundations
My Role:
Curriculum design
Content creation
Scriptwriting and voiceover
Scenario design
Templates, spreadsheets & worksheets
Video lessons and resource library
Problem: Many business owners struggle with inconsistent cash flow and don’t understand their numbers.
Solution: A step-by-step programme teaching the Profit First foundations in an accessible, relatable, engaging way.
Results:
Increased clarity for learners
High engagement due to short, actionable lessons
Used as a lead-generation asset warm-up and bonus.
Click image to load course
Money Mindset Course – Strategy + Build Project
Type: Digital course creation | Instructional design | Behavioural and mindset transformation
Tools: Articulate Rise 360, Canva, Google Workspace, ElevenLabs, ChatGPT
Audience: Business owners struggling with money beliefs, pricing confidence, self-worth, and financial clarity
Overview
The Money Mindset Course was created to help business owners shift from fear, avoidance and scarcity to confidence, clarity and empowered financial decision-making.
The goal of the project was to design a practical, psychology-based learning experience that addresses the root cause of money struggles: mindset, beliefs and behaviour.
I built this course inside Articulate 360, using interactive blocks, scenarios, real-life examples, reflection prompts and guided exercises.
The structure blends mindset coaching, light educational psychology and practical application to help learners understand their patterns — and then change them.
Problem
Many business owners don’t struggle because they’re “bad with money.”
They struggle because of:
Limiting beliefs inherited from family and upbringing
Fear of numbers and avoidance of financial decisions
Imposter syndrome around earning, charging, or raising prices
Deep-rooted scarcity patterns and emotional spending
Undercharging due to low confidence or guilt
Feeling unworthy of earning more
Traditional financial training doesn’t address any of this — which means the same patterns repeat.
The course needed to tackle the mindset first, in a simple, accessible way.
Solution
I designed a multi-lesson curriculum structured around awareness → reframing → new habits → confident action.
Each module was mapped using adult-learning theory principles, including:
Bloom’s Taxonomy, Gagné’s Nine Events, and behaviour-change psychology.
Inside Articulate 360, I created a clean, engaging digital learning experience featuring:
Real-life stories and scenarios
Reflection activities and journaling sections
Guided mindset shifts
Practical steps for financial confidence
“Reframe and Rewrite” exercises
Belief-breaking activities
Visuals, infographics and supportive audio
The course gently moves learners from emotional overwhelm to empowered financial thinking.
What I Created
Full course structure and curriculum map
Lesson scripts, stories, examples and reflections
Articulate 360 build with interactive elements
Branded visuals and worksheets
Case study scenarios
AI audio narration where needed
Supportive learning resources and prompts
A consistent tone of empathy, clarity and encouragement
Everything was crafted to feel safe, supportive and confidence-building.
Results
A fully interactive online learning experience built in Articulate 360
Learners report increased confidence around money, pricing and financial decisions
More clarity, less fear, and a structured path towards healthy money habits
A mindset-first foundation that pairs perfectly with Profit First, pricing modules, or business finance training
A course that empowers business owners to believe they can earn more, charge properly, and manage money confidently
Click image to load course
A look inside The Accounts Office Academy
My Online Program
Financially Healthy Business
Scenario-based stories for money mindset and financial best practice and strategy, behaviour change
Learning design for webinars, masterclasses, and workshops
Template creation: spreadsheets, checklists, dashboards, calculators
plug-in programmes for coaches and membership founders
Case study storytelling (Claire, Steve, Julie etc.)
Click image to load walkthrough
My Process
Analyse – Understand business goals, learner needs, constraints, and success measures
Design – Map learning outcomes, structure modules, create storyboards, scripts and prototypes
Develop – Build assets using Articulate 360, Canva and supporting tools
Implement – Produce final SCORM / MP4 / workbook packages
Evaluate & Improve – Ongoing iteration based on learner feedback and business results
Testimonials
Read what clients have to say about me
“Deb built our brand-new online training platform, Profit First University, for Profit First Professionals UK Ltd with exceptional skill and professionalism.
She exceeded every expectation—not only by leading the project and meeting tight deadlines, but also by delivering high-quality work with meticulous attention to detail and deep technical expertise.
Deb also designed the full strategy framework and curriculum for our new two-track, four-tier certification programme, creating a clear, robust development pathway for our members.
It was an absolute joy to work with Deb, and I recommend her without hesitation to anyone seeking similar support.”
— Tim Seymour, Licence Holder, Profit First Professionals UK Ltd
What can I say about Deb! Deb brings a certain kind of magic to everything she does. Deb is so passionate about Profit First, and her in-depth knowledge is remarkable.
I have worked with her on a couple of projects. Deb has been a speaker at one of my in-person events, and she was amazing. Every person in that room left with a new understanding of how to make money in their businesses, and how to do it without stress and anxiety. Deb taught strategies that took away the guesswork from pricing and helped us all believe in ourselves!
I have also worked with Deb on an online learning project. Deb recorded videos for us, and they were brilliant — easy to watch and easy to understand, but with huge impact!
I can't wait to work with Deb again — highly recommended!
-Yvette Polok - Believe and Achieve
“I really loved listening to Deb’s book. It’s packed with so much valuable information that you can implement straight away. Deb lays everything out so simply, so clearly, and in a way that’s genuinely easy to understand.
This is a crucial book every business owner needs to read.
I felt fully engaged the whole way through, and honestly… I couldn’t find anything to critique.
She covered everything.”
-Steph Jones - Simplefficient UK
About Me
I’m a UK-based Learning Designer and Profit First Professional with a background in accountancy, business coaching, business financial literacy training, and a previous career in a London based management and software training and development company. I design clear, practical and accessible learning experiences that help people understand their numbers, grow their businesses, and build confidence.
I’ve built multi-module programmes, academies, and certification pathways, and I combine instructional design with real-world expertise to deliver training that creates measurable results.
© 2025 Deb Halliday. All rights reserved.