Our Way of Working



Too often teams get stuck— either circling high above in abstract vision or buried in the weeds of daily delivery. Studiomash bridges that gap, connecting imagination with implementation, and showing how design can make strategy work in practice.

We believe that transformation only happens when teams can see the big picture, connect it to strategy, and bring it to life on the ground. Our approach combines the Altitude Framework (shifting between 30,000′ vision, 14,000′ strategy, and 3′ execution) with the Double Diamond process (explore → define → design → deliver). 









The Altitude Framework
Three Altitudes of Innovation




✈️ 30,000 Feet—
Vision (WHY)

This is Blue Sky Thinking.
We zoom out to define your North Star: the purpose, values, and long-term ambition that guide your work. This is where we shape clarity of direction, aligning leaders around a shared future.






⛰️14,000 Feet—
Strategy (WHAT)

This is Mountain-Top Clarity.
We translate vision into strategy: defining focus areas, business models, and key priorities. This is where we shape clarity of structure, identifying what needs to happen and how.






🥾3 Feet—
Execution (HOW)


This is Boots on the Ground.
We turn ideas into action: designing concepts, roadmaps, and capability-building programs. This is where we shape clarity of action, ensuring progress, alignment, and momentum.










Design Thinking’s Double Diamond
The Four-Step Approach





01—Explore

Human-Centered Research & Insights 
OBJECTIVE
Understand what is happening today — Dive into the present context and challenges, oscillating between zooming in on user needs and zooming out to consider systemic implications.

KEY ACTIVITIES
 Conduct user research — ethnographic research, qualitative & quantitative studies
Analyze systems & context — market analysis, trend forecasting, heuristic (UX) evaluation
Synthesize findings into actionable insights — personas, customer journeys, ecosystem maps
Communicate insights effectively — storytelling, visual research reports

DELIVERABLES Personas — humanizes the data and keeps users at the center of decision-making
Journey map (‘as is’) — current experience (positive/negative moments), opportunities
Research report — key insights (themes and patterns), pain points, and recommendations




02—Define

Vision & Strategic Direction

OBJECTIVEMap the desired experience — Define the vision you’re working towards. 
What is the Big Hairy Audacious Goal (BHAG) that will stretch you to do the impossible? 

KEY ACTIVITIES
 Envision future scenarios — foresight and futures thinking, speculative design
Facilitate visioning sessions — leadership alignment, strategic workshops, storytelling
 Translate insights into strategic narratives — framing challenges, identifying opportunities

DELIVERABLES
 Vision statement — the North Star
Journey map (‘to be’) — future experience
Strategic storytelling & themes — aligning stakeholders around a shared future



03—Design

Design, Prototyping & Experimentation
 OBJECTIVETest ideas with prototypes — Turning insights into tangible design concepts. 

KEY ACTIVITIES
 Lead ideation & design sprints — collaborative workshops, divergent and convergent thinking
Create and test prototypes — high-level UX/UI design, rapid low-effort experimentation
Iterate based on feedback & data — usability testing, continuous refinement

DELIVERABLES Conceptual prototypes — clickable designs
Experiment design — hypotheses testing




04—Deliver

Strategic Planning & RoadmapsOBJECTIVEMake an action plan — Define a clear, actionable roadmap that aligns long-term goals with concrete steps, ensuring team efforts are focused on what matters most.

KEY ACTIVITIES Define OKRs & key milestones
Develop a roadmap together with PM/PO
Ensure cross-functional alignment — facilitate energetic Quarterly Planning Event (QPE)
Facilitate organizational change — coach teams, embed design thinking into workflows

DELIVERABLES
 Strategic planning frameworks — phased implementation strategies
 Product and service roadmaps — prioritizing initiatives over time
 Service blueprint — mapping interactions across the entire experience






      Helping organizations turn strategy into reality through design-led innovation. Specialized in human-centered design, facilitation, and strategic service design.

      Amsterdam, Netherlands
      LinkedIn
      masha.parinova@gmail.com
      CV_Masha_Parinova_2025.pdf