About Us

With over two decades of combined experience in research and design,
we know we have the skills and tools we need to support your users’ needs.

We combine ethical research practices with inclusive design principles to deliver user-centric solutions for your business.

Our services and solutions uncover actionable insights to design evidence-based solutions that work for your users and your business objectives.

Meet Our Team


  • Founder / Director of Design

    Hollie Betts, as the Director of Design at Alpha F, boasts over 12 years of dedicated expertise in the User Experience industry.

    With a proven track record of leading diverse projects, teams, and strategic initiatives, Hollie brings a wealth of experience in steering successful ventures within the industry.

    Notably, her proficiency extends to training and mentoring both junior staff and clients, elevating their understanding and adeptness in implementing User Experience principles and methodologies.

    Hollie has a Certificate of Higher Education (CertHE) in Sociology.

  • Founder / Director of Research

    Alpha F’s Director of Research, Fran Hankins, has 9 years of experience conducting academic research across multiple fields of psychology within health services and criminal justice settings.

    Fran also has 4 years of user research experience working on projects for clients such as the Department for Transport, the Department for Environment, Food and Rural Affairs, BUPA, the Office for National Statistics and the Ministry of Defence.

    Fran has a First Class BSc with Hons in Psychology with Counselling, a MSc by Research in Criminology and Criminal Justice (distinction), and a professional diploma in User Research & User Experience Design (20 SCQF credits at level 8, rated by Glasgow Caledonian University).

“Fran brings a fountain of knowledge and expertise from a multifaceted research career, and was highly adaptable in her ability to reconcile user needs with the changing demands of the business and of stakeholders.”

Mike Ealey - Deploy Users Ltd.

“Hollie is a great individual to work alongside…she can adapt to all matter of tasks from gathering research and feedback through to defining information architecture and visualisation.”

Martin - IDS Group