Skill: Design Empty States

Purpose

Create helpful, actionable empty/zero states that guide users forward instead of leaving them at a dead end.

Type

Generative + Evaluative

Input

• Context (what would be here normally)
• User state (first-time vs. cleared content)
• Available actions (what can the user do)

Output

• Empty state design specification
• Copy recommendations
• Primary action to highlight
• Pass/Fail assessment

Transformation Performed

Transforms blank screens into onboarding/guidance moments with context, explanation, and clear next steps.

Decision Criteria

PASS (Good Empty State)

• Explains what would be here (sets expectation)
• Tells user how to add content (clear instruction)
• Provides clear primary action button
• Uses appropriate illustration/icon (not generic)
• Friendly, helpful tone (not "No items found")
• Hides useless UI (tabs, filters that don't work without content)

FAIL (Poor Empty State)

• Blank screen or just "No data"
• Technical error message as empty state
• No guidance on what to do next
• Generic illustration unrelated to context
• Dead end with no actions

Empty State Components

1. Illustration/Icon (optional but helpful)

   • Relevant to the content type
   • Not generic "404" style
   • Can be simple icon or custom illustration

2. Headline

   • Friendly, explanatory
   • Not "Empty" or "No items"
   • Example: "No projects yet" or "Start your first campaign"

3. Description

   • Brief explanation of what this area is for
   • How to add content
   • Benefits of adding content

4. Primary Action

   • Clear CTA button
   • Takes user to creation flow
   • Obvious next step

5. Secondary Info (optional)

   • Learn more link
   • Example/template
   • Import option

Types of Empty States

Type	Context	Approach
First-time	New user, no content	Onboarding, education, clear CTA
User-cleared	User deleted everything	Confirmation, undo option, re-add CTA
No results	Search/filter returned nothing	Adjust filters, clear search, try different terms
No access	Permission restrictions	Explain why, how to request access
Error state	Failed to load	Retry action, support contact

Common Failure Modes

Failure	Description	Fix
The Void	Blank white space	Add context, illustration, CTA
Error as Empty	"404" or "Null" message	Distinguish error states from empty states
No Way Forward	Message but no action	Always provide primary CTA
Generic Illustration	Unrelated cute character	Use relevant icon or context illustration
Negative Framing	"You have no friends"	Positive framing: "Connect with people"
Too Much Info	Paragraphs of text	Keep to 1-2 sentences + CTA

Prerequisites

• Understanding of user goals
• Knowledge of creation flow

Dependencies

• design-button-hierarchy (needs clear primary action)
• apply-typography-scale (headline + body hierarchy)

Refactoring UI References

• "Never leave users at a dead end"
• "Empty states are opportunities"
• "Set expectations"

Example Assessment

Input: Dashboard showing "No data available" in small gray text, no other content

Evaluation: FAIL

• Negative framing
• No context about what should be here
• No action to take
• Visual treatment too subtle

Recommendation:

• Headline: "No reports yet"
• Description: "Create your first report to start tracking metrics"
• Primary button: "Create Report"
• Optional: Small illustration or icon
• Consider: Template/example preview