ROLL challenges the existing user experience with a typical alarm clock that is familiar to the urban dweller, most often within the context of a bedroom.  

Essentially, ROLL addresses the dull, shallow and non-appealing interaction that people may associate with current alarm clocks. This phenomenon occurs because the modalities represented (and therefore limited) through the usage of buttons and scroll wheels lack richness of action and conveniently focus on communicating just function, not experience.