What it does
Fig is a mobile app designed to simplify grocery shopping for people with dietary restrictions. Users create a personalized dietary profile, called a 'Fig,' by selecting from a vast list of diets, allergies, and specific ingredients to avoid. The app's core feature is a barcode scanner that instantly analyzes a product's ingredient list and determines if it's safe for the user to eat.
Where it shines
Fig excels at providing immediate, clear feedback. When a product is scanned (01:54), the app instantly returns a verdict: a green check for safe, a yellow circle for caution, or a red X for 'avoid.' This simple system removes the ambiguity of reading complex labels. The app's true strength is revealed when a product is incompatible. Instead of just showing a warning, Fig provides a list of similar, alternative products that do fit the user's diet (02:55), turning a moment of disappointment into one of discovery. Furthermore, the level of personalization is impressive, allowing users to flag even single ingredients like 'Citric Acid' (00:28), making it a powerful tool for those with very specific needs.
UX highlights
- Contextual Tutorial: The app forgoes a generic upfront tour, instead teaching users about the UI with overlays during their first actual product scan (01:38). This makes the information timely and relevant.
- Trust-Building Disclaimers: Fig includes a dedicated screen during onboarding (01:28) to remind users to always double-check labels, responsibly managing expectations.
- Actionable Negative States: The 'Does not fit' screen isn't a dead end. By providing compatible alternatives, the app maintains momentum and user engagement.
- Granular Control: Users can manage their dietary profile at the ingredient level, offering a degree of customization rarely seen in food apps.
- Saved Lists: The ability to save products to lists like 'Want to Try' (05:28) helps users plan their shopping trips and remember products they discover in the app.
- Restaurant Discovery: An early-access feature (04:54) extends the app's utility beyond the grocery store, helping users find safe options when eating out.
Monetization & growth
Fig presents its subscription paywall early in the onboarding process (00:38), just after introducing its core value proposition. It's a soft paywall that offers a 7-day free trial for its annual plan. The offer is framed effectively by highlighting a 'Save 44%' discount and breaking down the price to a more palatable weekly cost (00:41). After subscribing, a celebratory 'Congrats' screen (01:04) reinforces the user's decision. The app also includes a marketing attribution survey ('How did you hear about Fig?') as part of the onboarding sequence (01:07).
Who it’s for
This app is clearly for individuals and families managing complex dietary needs. This includes people with food allergies (e.g., dairy, nuts, soy), intolerances (e.g., gluten, lactose), or those following specific diets like Low FODMAP, vegan, or Autoimmune Protocol (AIP). It's a practical tool for anyone who spends significant time in grocery aisles deciphering ingredient labels and wants to do so with more confidence and speed.
Notes & opportunities
While placing the paywall early likely filters for high-intent users, some may feel it's too soon, as they haven't yet invested time in creating their profile. Fig could test moving the paywall to after the user selects their primary dietary restriction, anchoring the subscription's value to the user's specific problem. The account creation step (02:20) happens after the core app is already usable, which might cause some users to drop off without saving their progress. Integrating this earlier could improve data retention.