You've been imagining color schemes, debating engravings, and maybe even mocking it all up in Photoshop, but now you can finally start using Motorola's website to design your very own Moto X. The smartphone is launching today on AT&T, starting at $199.99, alongside the Moto Maker website for designing it. For now, you won't actually be able to order a customized phone without setting foot inside of an AT&T store, however. Neither Motorola nor AT&T are yet to set up online ordering, so interested buyers will have to make a purchase at an AT&T store, head home, and then complete the order online.

Though Motorola's been promising it'll be a quick four days from order to your door, that might be a lot longer for early adopters. The company says that it expects high demand will lend to varied shipping times, and reports from some buyers appear to confirm that — at least one buyer claims to be seeing an estimated delivery time of 12 days. In a statement, Motorola says that it's trying hard to bring that number down: "We will get that down to 4 days or less as soon as we possibly can."

Update: An earlier version of this story suggested that customers may be able to use equipment at an AT&T store to finish their Moto X order if they wanted to, but customers will in fact have to use their own equipment to complete their orders.