Axure is very powerful, and as such, it allows to create highly interactive mockups, not just static UI wireframes. You can simulate any web mechanic, with most of the transitions and effects built it, and for the most innovative ones, you can actually define them on your own. Next time you need to use the custom effect you created, you use the previous template and don't start from scratch.
For me, it's first used as a "scrapbook", since I can gather inspiration with notes with ease inside Axure.
At the second stage, I am creating static wireframes for responsive products.
I can then add flows and interactions between elements, simulating transitions, adding any pop-up, widget, etc. uniting things into larger and larger elements and adding multiple layers with ease
I dislike that I need to use many external libraries, instead of having an all-in-one icon/template library right inside Axure. My first priority as an Axure Product Manager would be to make sure we're offering an up-to-date template library from inside the product.
If you often find yourself fixing things inside Photoshop or other software done by UI designers, or making multiple UI/UX fixes post-launch, you should use Axure to "nip it in the bud".
It's great for any level of discussion, but at the early stages it's enabling rapid prototyping and experimentation, and allows you to gather feedback from everyone at a fraction of the cost of making design and code.
The business problem we're solving is team feedback
We're getting everyone on-board for UI before we commit to design, which can mean days saved on design.
We're showing new functionality and the full user flow through simulation, instead of showing screenshots or videos.
We can A/B test flows with users, before we build experiments in Optimizely/VWO or any other tool, which saves web development time.