mobUX is a mobile marketing and advertising company that helps brands build, launch, and measure custom high-impact mobile experiences that get brands the conversion they want and the data they need.

As the only product designer, my responsibility was to design three  original MVP products from an end to end design process for first round investment pitch and fund raise.  The three products are mobUX App Builder, mobUX Control Panel and QRC QR Code Generator. Since mobUX is an early-age start up, I worked very closely with the CEO to determine the product vision, product roadmap, necessary features, target market, etc. I also collaborated with developers on a day to day basis to ensure all designs are feasible within the time, budget and technical limitations. In this case study, we will focus on app builder and control panel since they are the main product of the company.

Project Span

10 Weeks

Design Tools

Figma, Adobe XD


CEO, 1 product designer, 1 interaction designer, 1 graphic designer, 8 developers and 4 marketers

My Role

Product Designer (UX/UI), UX Researcher

Target Users

Digital & content marketers at a brand who are creating content that they need to get in front of prospective buyers of their company’s product or service.

Problem Statement

Trends show that everyone is going mobile. Mobile is a critical channel to focus on in order for brands to stay relevant, broaden reach, and convert more. However, there is currently no effective and affordable way to engage with consumers on mobile devices. Apps & mobile responsive websites have low conversion rates and apps are expensive.
Therefore, non-technical marketers need a platform to easily create and manage mobile-first marketing experiences to convert and engage more consumers.

Design Goals

App Builder

Build an interface that allows marketers to use drag-and-drop tools to build high-quality experiences to put in front of consumers

mobUX Control Panel

Build a suite of analytic tools that help marketers to understand how their marketing materials are performing

Overall Design Goal

Create a sleek and fast user experience for consumers who are exploring marketing content that is engaging and fun to explore

The Result

I successfully completed MVP products and handed over to the developers. The CEO will showcase them to attract potential investors for the first round fund raise.

Create a mobUX experience - App Builder

Manage mobUX experiences - mobUX Control Panel

The Process

UX Research & Define

After we understood who we are designing for, why we are designing and what we are trying to achieve, we moved on to a deeper level and tried to further understand that how we should structure the products, how users would interact with the product and how we can make the experience as smooth as possible.

Site Map

To organize and optimize all features, I created sites maps for pre-login and post-login experience, which helped me envision the potential product's structure and the best possible information hierarchy. It also visualized how app builder and control panel work together and all necassey functionalities that should be included in each product.



User Flow

To understand how users would interact with our product, I created two separate user flow, first time user flow and regular user flow. This ensured I didn't skip a step or miss any critical information or CTA.

Product 1: App Builder

The first step of designing the app builder is to figure out how we can build an app builder that will make marketers' lives easier. What kind of app builder would be the most efficient for them? How would they use it? Under what circumstance would they use it? How much time would they use the product? What factors will they consider when choosing an app builder?

Not like Photoshop

According to the user research, the last thing marketers want is an app builder just like photoshop. Don't get me wrong. Photoshop is an extremely powerful tool for professional designers. However, it has a steep learning curve and it takes times and effort to master it.  On the contrary, our customers want an app builder that is

Feature List

According to users’ interviews and surveys, we compiled a list of all desired functionalities for marketers to build an engaging mobile marketing experience. We also prioritize all functions based on importance for marketers and difficulty level to build.


I created three different styles of app builder interface for CEO to consider. The goal of ideation is to explore all possibilities and innovate.

Design 1

This design aims to innovate and reinvent the wheel. We want to see if the unconventional design can actually work. The goal is to make the interface very minimal and not overwhelming. However, we realized that some labelings are necessary since they act as the instruction for users. Too much innovation might cause confusion and lead to user drop off.

Design 2

Here is another design for the layer panel. We kept the concept of fixed and scrollable components. However, we replaced two distinct categories with two icons. This way, users can switch back and forth quicker and easier and the design itself is more familiar to users.

Design 3

This is the design we decided to go for. It is simple yet robust. No features are hidden. Everything is spelled out and straightforward with a clear IA structure and hierarchy. Users know exactly what each section serves for.


Product 2: mobUX Control Panel

Product Vision

The mobUX Control Panel is the HQ for marketers to access all their projects, manage the projects, view analytics, manage their account and link to the App Builder when creating a newproject or editing an existing one.

Feature List

Based on the user feedbacks, following are the necessary features to our target customers


My mobUX

My mobUX serves as an overview dashboard where all projects and templates are stored. Users can create, edit, duplicate, launch and delete projects here. The filter options and search bar help users to identify any specific project(s) quickly and easily.


Brands is the section where users manage their clients and sub-brand categories. Users can insert standardized branding elements, such as font, logo, color scheme, standardized imagery, and social links.


This section is where all the analytics will sit for all of the live, paused, and archivedexperiences.

  • Key Metrics: High level metrics dashboard to show key engagement data, such as # of Opens, Started, Completed and Bounce Rate
  • Engagement Insights:
    1. Detailed performance breakdown by card, such as drop off rates and avg. time spent
    2. Component-specific data, such as, surveys, quizzes, calendarscheduling, asset uploads, etc.

User Group

This sedition is made up of sub groups from previous experiences as well as the ability tomanually upload a list of people with their phone and/or email address.

User can also create new suer group here.


This section is for scheduling beginning and/or end dates of experiences to go live or end. It is also used to send the experiences out via email and/or SMS.

Design Impact