Helpful information ...

UX design for companies with a clear goal

A new user opens an app or web platform for the first time. The screen is empty - no data, no history, no content. This exact moment often decides whether someone will actually keep using the product, or quietly close the tab and never come back. That's why designing empty states isn't a minor visual detail, but one of the more important decisions in building a digital product.

An empty state is any screen that shows no content: an inbox with no messages yet, a dashboard with no data, a search with no results, a shopping cart before the first item is added. In many businesses, this exact screen is what a user encounters at the start of their journey, and often at moments when they most need guidance.

Why empty states matter more than it seems

It's easy to overlook empty states when designing an application, since they don't feel like "real" content. But in practice, they're often the very first thing a new user or customer sees. A poorly designed empty screen can leave the impression the app is broken, unfinished, or simply not made for them.

The consequences are concrete. If a user doesn't understand why a screen is empty or what to do next, they often give up. In business systems, this can mean an employee stops using a new tool. In a customer-facing app, it can mean losing a potential buyer at the very first step. An empty state, then, isn't a technical afterthought - it's a genuine touchpoint that shapes trust in your product.

Four types of empty states you need to design differently

Not every empty screen carries the same meaning, and that's exactly why a single generic message like "No data" isn't a good solution. Different reasons behind an empty state call for different content and a different tone.

A first-time state

This is the moment when a user opens a feature for the first time and hasn't yet created any content. A new employee logs into a company system for the first time, or a customer creates an online store account. Here, the empty state has an educational role: it needs to explain what the feature is for and encourage the first action. A clear button like "Create your first project" or "Add a product" works far better than an empty screen with no direction.

A user-cleared state

This happens when a user has deliberately deleted all their content, for example clearing their entire task list or emptying their cart. In this case, the tone can be positive or neutral, since the user achieved what they wanted. A message like "Everything's done for now" is appropriate here, without pushing another action right away.

A no-results state

This appears after a search or filter that didn't return any matches. It's one of the most common empty states in online stores, portals, and business systems. Here it's especially important to explain why there are no results and suggest a next step - for example loosening the filters, checking your spelling, or browsing similar categories. This is where you can prevent a user from abandoning their search out of frustration.

An error state

An error state shows up when something went wrong: a page failed to load, a request timed out, or an internal system error occurred. Here the tone needs to be calm and honest, without unnecessary technical jargon. The user needs to understand that the problem isn't on their end and be given a clear option to try again or get help.

Designing empty states starts with content, not decoration

A common mistake is treating an empty state purely as a visual challenge: add an illustration, a nice icon, done. But content is what actually determines whether an empty state does its job. Before you design anything, you need clear answers to a few questions.

Why is the screen empty? Is it because the user hasn't taken any action yet, because they cleared their content, because there are no matches for their search, or because something went wrong? The answer determines the entire tone and content of the message.

What does the user need to understand? Sometimes the goal is simply to explain, for example that a feature is new and not yet populated. Other times, the goal is to guide the person toward a concrete action.

What's the next logical step? An empty state without a clear direction is a missed opportunity. If a user's cart is empty, a link to featured products is a natural next step. If search results are empty, an option to reset filters helps them keep browsing instead of leaving the page.

Visual design that supports, not distracts

Once your content and message are clear, visual elements can come into play. Illustrations, icons, and animations can make an empty state friendlier and less discouraging, but they need to be used purposefully.

Illustrations work best when they're consistent with your overall brand identity and don't try to hide a lack of substantive content. An illustration alone won't compensate for missing explanatory text or a missing call to action. It's a supporting element, not a replacement for good copy.

Special caution is warranted with error states. Overly playful illustrations or humorous copy can seem out of place when a user is frustrated because something isn't working. A calmer, more direct approach usually works better here than the light-hearted style you'd use for a first-time or user-cleared state.

How empty states affect business results

For companies building web applications, customer portals, or internal business systems, empty states directly affect user adoption. A new employee who doesn't understand how to start using a system, or a customer who abandons an online store because the search turned up nothing, both represent lost value. Design has here directly influenced a business outcome.

This is especially important for custom-built web applications, where new users often need extra guidance in the early stages of use. A well-designed empty state can shorten onboarding time, reduce support requests, and increase the likelihood a user finds real value in the tool right from their first session.

In online stores, empty states appear at critical points in the purchase journey: an empty cart, a search with no results, an empty wish list. Each of these moments is an opportunity to keep the customer on the site instead of losing them due to a dead end. A well-designed no-results page, for example, can suggest similar products or draw attention to current promotions, which can prevent an abandoned visit.

Practical guidelines for a functional empty state

Every empty state needs three basic elements to do its job well: a clear explanation of why the screen is empty, a suggestion for the next step, and a tone that matches the situation. Without these three, even the most beautifully designed illustration won't help much.

It's also worth thinking about consistency across the entire product. If different parts of your app or website have very differently designed empty states, this can create an inconsistent, unfinished impression. A unified visual and content approach across all empty screens builds a sense of a carefully considered, professionally designed product.

Testing empty states with real users is often overlooked, even though it can reveal a lot. If new users get stuck at the same screen, or don't understand what to do next, that's a clear sign the content or call to action needs to be clearer.

Empty states as part of a bigger picture

Designing empty states isn't a standalone task detached from the rest of the product. It needs to be part of the overall user experience, aligned with your brand's tone, and consistent with the rest of your visual identity. When a company builds a custom digital solution, empty states are exactly the kind of detail that separates a genuinely well-designed product from one that just does the bare minimum.

Businesses that invest in thinking through these moments show they understand what a new user or customer actually experiences at the beginning of their journey. That's precisely where the foundation for long-term trust in a digital product gets built - not just in the flashy features, but in the quiet moments a screen has nothing to show yet.