Mob programming is a collaborative software development method that has gained increasing attention in both industry and research. While the focus of mob programming is on the benefits of teams programming together, there are also potential benefits for other aspects of the software development process. However, there is a lack of research on the use of the method outside the domain of programming. This study explores user-centred design (UCD) in mob programming through a case study of three software development teams at Sveriges Television, a Swedish public broadcasting company. Results show that the teams use the method for a variety of tasks in their daily work, calling for a rebranding of the method to mob development to encompass the broader scope. The integration of UCD is analysed through the principles of user-centred agile software development. The results indicate that a revision of these principles is needed to include the cross-functional and social factors that mob development adds to the software development process.