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I'm Joe de Lange, principal consultant at Redshift.works. I'm a designer and product leader with over 20 years of global experience. Throughout my career, I've been fascinated by how people interact with things and how to translate those insights into products they love to use.

I founded Redshift Digital and have had the opportunity to work on a wide range of digital products for consumers and businesses. In the banking and fintech sector, I've held leadership roles in product and design. There, I spearheaded the design and development of digital banking applications used across Africa and Asia. My passion for conversational UI and integrating NLP into transactional applications has led me to speak internationally about these advancements.

As a Design Thinking champion, I've conducted training seminars across Africa, equipping non-designers with creative problem-solving skills. I've also channeled my creativity into designing and directing various games, including BingoTek, a successful multiplayer social gaming platform. My design work has been recognized with awards like the Design Indaba Construction Grand Prix and the Loerie Digital Gold Award.




Strategic Vision: I bridge the gap between business needs, product, design and technology.

Human-Centered Focus: I have a deep commitment to user research and UX methodologies to deliver product improvements that get to the core of the problem and fix it.

Diverse Experience: I have led the product design, research and strategy for a waide range of successful apps, websites, enterprise software, tools, startups, banking, fintech, game development, and AI integration.

Transformative Banking: Led the redesign of Absa's pan-African internet and mobile banking, ensuring scalability and adaptability for diverse markets.

Fintech: I led the product development and design for Timiza, a digital banking app that gained 2 million users in under six months.

Expertise

  • User Experience
  • Design Leadership
  • Saas
  • Product Management
  • Digital Products / Mobile & Web
  • User Strategies
  • Design Thinking
  • Banking
  • Fintech
  • Research
  • Concept Development
  • Enterprise Design
  • AI Integration Design
  • Gamification Strategies

I have worked with

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Some nice things said by people who have worked with me

Phil Barrett

Lead Principle Designer Business Banking, Backbase

Deep skill, huge drive, amazing balance of pragmatism and vision, remarkable persuasive powers. Joe is a real design and digital leader and a rare talent.

Raymond Mutagahywa

Head of Digital New Business, Absa Group

From leading design work on a massively successful Fintech app, scaling human centered and design thinking methods across multiple markets and driving conversational AI initiatives when they were not the “In” thing; Joe has proven to be adept at bringing entrepreneurial thinking and speed to sometimes cumbersome organizations and complex socio-dynamics.

Johan Jansen van Rensburg

Senior Engineer, Amazon Web Services

Working with Joe opened my eyes and completely changed my view. He showed me the importance of proper UI/UX design and made me realize that it's a specialized field that should be handled by professionals - and there are none better than him.

Blane Fraser

Product Design, Microsoft

Joe taught me so much about craft, perfectionism and what it means to be a digital designer and I can attribute a lot of my future success to having that opportunity to work with and for Joe. There are certain points in your career where you look back and think 'that was a turning point and if I hadn't done that or worked there, I'm not sure I would have gotten to where I am today.'

Edu de Jager

Head: Digital Platforms, Barclays Bank

Joe thrives at the intersection of Design and Product, with an intuitive understanding of the commercial imperatives at the core of getting stakeholders across the line and therefore getting things done.

Tracy De Waal

Product Manager, JUMO

Joe was a great mentor to me and he was always available to offer guidance and support. His willingness to share his knowledge and expertise has helped me grow as a product manager focused on UX design

Mitchell Eva

Principal Designer, Sonalake

In less than a year, Joe’s team had taken control of every aspect of digital design at Absa ARO. He has brought with him a practical, fast-paced, and forward-facing mindset. Thanks to his skilful social engineering, design finally had a seat at the table and we were part of the broader strategic discussions. His team believes he can move mountains, and he does.