The seemingly endless customisation options flaunted by the newly-announced Moto X phone will be made possible by a new website called Moto Maker, the company revealed on Wednesday.
With Moto seemingly content to let its rivals fight over hardware specs for now, the company has taken a different route to winning the hearts of smartphone users by letting them buy a device essentially designed by them.
The Moto Maker website, which will go live prior to the device's US release at the end of the month, draws inspiration from the Nike ID custom trainers site, allowing users to pick out each aspect of their device.
They'll even be able to add an engraving (perhaps contact details if the device were to be lost), in order to ensure the device is totally unique to the user.
When ordering the device Moto X, which looks unlikely to grace UK shores any time soon, buyers will go through a series of pages where they choose the colour (and eventually material) of the device's back plate.
The company has promised 18 different backplate colours for now, while the option to spice up the device with real wood finish like bamboo teak, ebony and rosewood will be coming soon once Motorola has completed tests on the types of wood.
On top of this they'll also be able to select hues of the front plate, side-loaded buttons and even the colour of the ring around the camera lens.
All of this adds up to 252 potential colour combinations for the device and, because of its heavily-touted "Made in the USA" credentials, users will be able to customise their device and still have it shipped to them in 4-5 days.
The company has also said it plans to put potential new finishes and colours up for a vote on Facebook before adding them to the Moto Maker.
All in all, Moto has gone all in on this idea of ensuring this phone is "designed by you," because, as it confirmed in its announcement today, the specs of its new flagship device are nothing to write home about.