When we think about product design, we often focus on the big things like the homepage, the main flow, or the dashboard full of data. But what about the very first moment when there’s nothing?
That blank screen is called an empty state. And it might just be one of the most overlooked opportunities in product design.
The Problem With Ignoring Empty States
Too often, products treat empty states as placeholders. A simple “No data yet” or “Start by adding X.” That’s it. The assumption is that users will already know what to do next.
But here’s the catch: users rarely know. An uninspired empty state can make your product feel unfinished, confusing, or even unhelpful. In early moments, this can create frustration and drive people to drop off before they’ve even experienced value.
Why Empty States Matter
Think about it. When users first open your app, they haven’t generated data yet. That means their very first impression is the empty state.
That first impression does three powerful things:
- It sets expectations about the product’s value
- It guides the user toward their first meaningful action
- It either builds momentum or kills it
In other words, the empty state isn’t an afterthought. It’s the starting line.
Designing for Momentum
Great empty states do more than fill space. They create momentum. Here’s how:
- Educate with purpose — Show users what the space will look like once it’s active. Give them a glimpse of the value ahead.
- Guide the first action — Add a clear next step, whether that’s uploading data, creating a project, or following someone.
- Encourage emotionally — Use tone, visuals, and microcopy to reassure users that they’re on the right track.
One of my favorite approaches is to design empty states almost like mini onboarding moments. They’re lightweight, but they pack impact.
An Example in Action
In one project, a dashboard looked polished with sample data during design reviews. But in reality, new users saw nothing but a grey screen and a line of text that read “No reports yet.”
When we redesigned it to show:
- a friendly illustration
- a short description of what reports could do
- a big “Create your first report” button
engagement jumped significantly. Users weren’t stuck wondering, “Now what?” They had a clear path forward.
The Takeaway
Empty states are not gaps. They’re opportunities. Every blank screen is a chance to set the tone, guide behavior, and deliver early wins.
The next time you’re designing a flow, ask yourself: what does the user see before the data exists?
If you can design that moment with care, you’ll turn nothing into momentum.