What do you like best?
Moqups is minimal and simple in its design -- very obvious to use. The absolute best thing about it is that it's browser-based. This is very convenient and provides a significant boost of accessibility.
The premade stencils are a great asset. They are simple, clean, greyscale vector graphics that work well for communicating ideas. With these stencils coupled with the very easy image upload and simple hotspotting, you can create and link up wireframes quite quickly. It feels like you're putting stickers on a sheet of paper, which, to be honest, is kinda what you're doing when you're making a wireframe. Very low friction.
Feels very much like a focused, browser-based version of Omnigraffle with a good stencil set already built in.
Support team is easily accessible with the click of a button, which is a nice safety net if you happen to have questions. I personally never have, because the tool is so simple and intuitive.
What do you dislike?
Very limited functionality beyond wireframing. Hotspots can only take you so far. The stencils are just flat graphics -- as opposed to a tool like Axure which actually uses real HTML controls.
The subscription pricepoints are fairly steep, and the free version's functionality is severely limited (although it does serve well as a 'trial' before you purchase a subscription). Although Moqups is convenient and a nice tool, I'd say you may be better off purchasing a more robust tool such as Omnigraffle which will essentially do the same thing -- albeit slightly less conveniently (you'll have to find and import your own stencils) -- at a flat price.
Recommendations to others considering the product
> Use it for simple, static, low-fi wireframes (which absolutely do serve a purpose in the world of UX!)
> Try the free version before you pay for any subscriptions. ALSO try Omnigraffle, which is a basically a more complicated version of this with the ability to bend to your will in any way imaginable (which is a superpower you frankly might not need!)
> If you need to do any sort of prototyping beyond hotspotting, this is not the right tool.
What business problems are you solving with the product? What benefits have you realized?
Creating general wireframes quickly at fairly low-fidelity using common controls. I have used this tool to create simple screens for enterprise apps and it has got the job done quickly. I was easily able to share these screens with developers and PMs and get feedback within the day. They fully understood the message(s) I was trying to communicate, even though the controls didn't match up to our company's visual design guidelines.