Designing Empty States That Actually Tell People What to Do
The blank screen a new user sees first is often the most neglected screen in the product. Here is how I approach it now.
Early in my career I designed a project management tool with beautiful dashboards, charts and activity feeds. In every mockup, the screens were full of realistic sample data. Then we launched, and every single new user saw the same thing: a white page that said No projects yet.
Our activation rate in the first week was 22 percent. Most people signed up, saw nothing, and left.
Why empty states get ignored
Designers work with full data because it looks good in presentations. Engineers build the empty case last, often as a quick fallback. Product managers rarely write requirements for it.
Yet for a new user, the empty state is the product. It is their first impression, and often their last.
Three kinds of empty
I now design for three distinct situations, because each needs a different message.
First use
The user has never created anything. Their goal is to understand what this space is for and take the first step. This is the most important empty state in the product.
Cleared out
The user has finished everything, like an empty inbox or a completed task list. This is a moment of success, and it should feel like one rather than like an error.
No results
A search or filter returned nothing. The user is mid-task and slightly frustrated. They need help adjusting, not a celebration.
A formula for first-use empty states
For the first-use case, I follow a simple structure:
- A plain headline that explains what will live here, such as Your projects will appear here.
- One sentence of value, describing why it matters: Track tasks, deadlines and owners in one place.
- One primary action, clearly labelled: Create your first project.
- An optional shortcut, like a template or sample project, for people who want to explore before committing.
One action, not four. Giving a brand-new user a menu of choices at the very moment they know the least is a recipe for hesitation.
What changed
When we redesigned that project tool, we added a first-use empty state with a single button and three starter templates. We also pre-filled the template with three example tasks the user could edit or delete.
First-week activation rose from 22 percent to 41 percent. The template option alone accounted for more than half of new projects created.
Small details that help
- Use the same visual language as the full state. A faint outline of a card or list hints at what will appear.
- Write like a person. Nothing here yet beats No data available.
- Never blame the user. In no-results states, suggest a broader search instead of saying invalid query.
- Test with real accounts. Create a fresh account monthly and walk through it as a newcomer.
The empty state is the only screen every single user is guaranteed to see.
Design it first, not last. It might be the most valuable screen you make all year.
Cover: Photo by Julia Taubitz on Unsplash.
