Mockup is a native iOS, iPadOS, and macOS design tool used by over 636k designers to sketch, wireframe, and prototype ideas.
As the product matured, its marketing website needed to evolve into a clear, conversion-focused entry point that could communicate its value and differentiate it in a crowded design tools market.
Timeline
January-June 2025
Platforms
Web
Project under
Apprime Studio
Role
Web Designer & Builder
Team
Founder / Manager
1 Copywriter
Strategic positioning
Mockup sits between multiple categories: wireframing tools, UI design tools, and native Apple ecosystem apps. Existing competitors each emphasized different value propositions, making it unclear how Mockup should present itself.
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The goal was to:
1
Define a clear and differentiated positioning
2
Communicate value quickly to new users
3
Structure the website to drive conversion, not just awareness
Defining the design strategy
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I analyzed competitor websites to understand how they:
1
Framed their value proposition
2
Structured information
3
Guided users toward action
Clear patterns emerged
Very few emphasized speed, simplicity, and native integration together
This led to defining Mockup’s positioning as a fast, native design tool focused on clarity, iteration, and ease of use.
Exploration & direction setting
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I translated the positioning into a content architecture that guides users through a clear story:
1
Immediate value proposition (hero)
2
Product capabilities (what you can do)
3
Differentiators (why it’s better)
4
Social proof / credibility
5
Conversion (clear call to action)
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The structure was designed to:
1
Reduce cognitive load
2
Progressively reveal information
3
Reinforce the core message at multiple points
Impact
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38%
CTA Conversion Rate
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3 Minute
Average session duration
Only publicly released work is shown. Internal explorations remain confidential.
Mockup is a product of Apprime Studio. All designs and trademarks belong to their respective owners.
