Studiomash Approach: 
Double Diamond x Altitude Framework 





Studiomash brings a fast and effective approach to innovation, helping companies cut through complexity and imagine the future. 

Our philosophy is that digital transformation isn’t just plugging in new technology—it’s rewiring how teams think, work, and create value. We help companies get unstuck by making the design thinking process feel like a well-paced adventure. 

The goal? Make innovation feel doable—and even a little fun.











01. Research

ALSO KNOWN ASHuman-Centered Research & Insights, or “Understand what is happening today”

OBJECTIVEUnderstand 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. North Star


ALSO KNOWN AS
Vision & Strategic Direction, or 
“Map the desired experience”

OBJECTIVEDefine 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. Prototyping

ALSO KNOWN AS
Concept Design, Prototyping & Experimentation, or
“Test ideas with prototypes”

OBJECTIVETurning 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. Action Plan

ALSO KNOWN AS
Strategic Planning & Roadmaps, or 
“Make an action plan”

OBJECTIVEDefine 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





      Design thinking studio with 10+ years of experience collaborating with corporates, startups and non profits. Specialized in human-centered design, facilitation, and strategic service design.



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