'Roll: Bicycle Company' aims to make customized bikes that suit the needs of users' lifestyles.
Users can order a bike through a two-step process that the company offers. The first step is for the user to choose a style of bike based on their location or need -- there are three different options for this step including 'sport,' 'city,' and 'adventure.' From there, people ordering the bikes can size the bike based on their height and choose their desired colors, frames and forks.
By creating an interactive experience in which people can create customized bikes to suit their aesthetic and functional needs, the company is providing a more comprehensive business model that effectively caters to specific client requests.