This thesis was performed in assignment of Alpha.One for their new eye tracking prediction platform expoze.io. The project started of with the brief; What does the future of expoze.io hold? This indicates the need for a future vision. In order to create a future vision the company purpose must first be researched, the reason why they exist. The purpose of the company is often related to the customer needs, therefore it is important to understand the subjective value that the product offers to the customer. Therefore before the preliminary research the research questions proposed were; What does the future roadmap of expoze.io look like? What is the future vision for the predictive eye tracking platform expoze.io? What is the purpose of expoze.io? What is the customer value of expoze.io? What are market gaps / differentiating factors in the market? The preliminary research revealed that for the roadmap to succeed a process integrating the roadmap should be designed. This process should also fit the company as it is still a startup, therefore it must be time, effort and cost efficient. Another insight was that there needs to be a shift to a more human oriented mindset within the company. These insights led to the addition of the following research questions. What does the future roadmap of expoze.io look like? How can the roadmap assist in adapting the product to be more Human? How could the roadmap be best adopted into the operation of the expoze.io team? (process) How to build an innovation process that fits a small startup team? cost, time, effort efficient How to create a shift to a more human oriented mindset in this process? How to make sure that ideas selected fit the needs of the customers? Through customer interviews it became evident that the subjective customer value that expoze.io brings to the customer is confidence. Through eye tracking analysis the customer gains confidence in their advertisements and if they will perform in the market as they would like it to perform. It also brings confidence in presenting their analysis to their bosses or clients. This in turn makes the purpose of expoze.io “bringing confidence to marketeers”. By accompanying the purpose with the insights from competitor analysis, customer research, trend analysis and market research the future vision could be created. Through brainstorming the following vision was proposed; “Bringing the brains to the art of marketing”. This vision was tested through a workshop with the employees at Alpha.One. The workshop also ensured the involvement of the people working at Alpha.One in the creation of the roadmap, it also facilitated communication about everyone’s ideas about the future path of the company. The vision was chosen by the most people and is therefore implemented into the roadmap. The roadmap was based on the vision that was created accompanied by the insights from the research to fill in the steps that need to be taken in order to reach that future. The core strategy of the roadmap is to create confidence by facilitating deeper insights through the platform. In order for the roadmap to succeed an innovation process to support roadmapping was designed. This innovation process will also facilitate the shift towards a more human mindset by incorporating the customer in the ideation and validation of ideas. The innovation process revolves around three meetings on the following topics; strategy, ideas and planning. For every meeting a process is designed that interacts with the roadmap and makes sure that ideas added are actual customer needs and will create an impact for the customer.