Motorola officially launches the Moto X on Friday, along with Moto Maker — the tool that lets smartphone shoppers customize the look their new smartphones. Although the Moto X will be available on five carriers, Moto Maker is exclusive to AT&T at launch.Motorola will send your finished product within four days of your order — all for the same price as the standard-colored phones from store shelves.

Building your own phone using the Moto Maker is an exceptionally simple process. You can choose from 18 rear color choices, seven accent colors and two front plate colors. You can also customize the phone's launch screen, select your wallpaper and even connect the phone to your Google account so it's ready to go right out of the box.

Moto Maker takes you though the step-by-step process, and a virtual version of your phone is updated in the center of the screen as you customize each part.

Custom changes you make take effect almost instantly so you can very quickly see that the metallic purple buttons you've selected don't look quite right with the cherry back, or that a white front might complement your handset better than black.

The app offers a variety of colors, but strangely almost all of those colors seem to blend well with each other. I spent a good deal of time trying to come up with an “ugly” phone but was never quite able to do so.

If you like seeing things in the flesh before you buy, AT&T has “experience tables” in its stores where you can check out how some of the colors look in person. If you went into the Moto Maker experience knowing exactly what colors you want to use, you could could complete the whole customization process in less than five minutes.