What it does
Mob is a meal planning and recipe discovery app designed to simplify home cooking. The app allows users to find new recipes, create personalized weekly meal plans, and automatically generate corresponding shopping lists. Its core features focus on making cooking more efficient and enjoyable, with tools for adjusting serving sizes and discovering new meal ideas.
Where it shines
The app's strength lies in its practical, user-centric tools. The onboarding is a great example, where instead of a boring quiz, users build their first meal plan by interactively swiping through recipe cards (00:35). This immediately demonstrates the app's value. Another standout moment is the dynamic shopping list at 01:31, where ingredient quantities update in real-time as the user adjusts recipe servings, removing a major friction point in meal prep.
UX highlights
- Interactive Onboarding: At 00:35, the app uses a gamified swipe mechanic to build the user's first plan, making setup feel like part of the core experience.
- Dynamic Serving Adjustment: The ability to change serving sizes and see the shopping list update instantly (01:31) is a powerful, time-saving feature.
- Smart Content Grouping: The "Batch Cook" section (04:16) intelligently groups a base recipe with multiple variations, tackling leftovers and meal-prep fatigue.
- Clear Plan Management: The main plan view (01:27) neatly organizes recipes and provides easy access to the shopping list, with clear toggles for ingredients.
- Multi-faceted Search: Users can search by ingredient and apply multiple filters like "Healthy" or "Budget" (03:55), making it easy to find relevant recipes.
- Accessible Chef Bios: Clicking on a chef's name (03:12) leads to a dedicated page with their bio and other recipes, adding a layer of personality and discoverability.
Monetization & growth
After a highly interactive onboarding process, the app presents a hard paywall before the user can access their newly created plan (01:07). The paywall offers a 7-day free trial for a yearly plan, which is heavily discounted and framed as a monthly cost to appear more affordable. It also includes a user testimonial directly on the screen to build trust at the point of purchase. This strategy ensures users have experienced the app's value and feel invested before being asked to subscribe.
Who it’s for
The app is ideal for busy individuals or families who want to be more organized with their home cooking but lack the time for extensive planning. It appeals to users who enjoy discovering new recipes but need practical tools to manage shopping and leftovers. The focus on features like batch cooking and dynamic serving sizes suggests it's for people who cook regularly and want to optimize their routine.
Notes & opportunities
The app is well-designed, but there are small areas for improvement. The "Order Online" feature at 01:36 leads to a "not available yet" screen, which could be frustrating. This might be better hidden until it's functional. Additionally, while the plan management is strong, the process of deleting a plan at 02:38 requires navigating through a few menus; a more direct way to manage or archive old plans could be beneficial.