What is an empty state?

An empty state is the interface a user sees when a product has no content to display: a blank project list, an unpopulated dashboard, a feed with no posts. It is the condition that exists between a user's first login and the moment they have done enough in the product for it to show them something meaningful.

Empty states matter because they are almost always the first real interaction a new user has after completing signup. A blank screen with no direction is one of the most common causes of early-session abandonment. A well-designed empty state turns that same moment into an activation prompt.

Why empty states are a critical onboarding touchpoint

Most user onboarding thinking focuses on guided flows: product tours, checklists, welcome modals. These are important, but they are sequential. An empty state is what the user sees the moment those flows end, or if they skip them entirely.

A user who dismisses a welcome modal or completes a short product tour and then lands on a blank dashboard has exactly one question: what do I do now? If the empty state does not answer that question immediately and specifically, the user will either open a support ticket or leave. Neither outcome serves retention.

Types of empty state

First-time empty state

The most consequential. Shown when a user accesses a feature or view for the first time and has no data yet. Should explain what this view will show, why it matters, and give the user one clear action to begin filling it.

User-cleared empty state

Shown when a user has deliberately deleted or archived all items in a list or view. The tone should acknowledge the completed action rather than repeating first-time onboarding messaging.

Error or no-results empty state

Shown when a search or filter returns nothing. Should help the user understand why (too narrow a filter, a typo, no matching records) and give them an action to recover.

What an effective empty state contains

• A specific explanation: not 'Nothing here yet' but 'Your projects will appear here once you create one.' The distinction signals that the product knows why the view is empty.

• One primary action: a single CTA that moves the user toward populating the view. Creating a project, importing data, inviting a teammate. Not three options.

• An illustration or icon: a visual placeholder that prevents the screen from feeling broken. Should match the product's visual language, not be generic clip art.

Optional sample data: for complex products where it is genuinely difficult to understand what the populated state looks like, sample or template data can bridge the gap. Label it clearly so users know it is not real.

Empty states and friction

An empty state is a user friction point that every new user will encounter. The question is whether the design makes that friction productive (a clear next step that leads toward the aha moment) or unproductive (a blank screen that leaves the user without direction).

Pairing a strong empty state design with contextual help or a tooltip on the primary CTA further reduces the likelihood that the user stalls at this step. Jimo's hints feature can be triggered specifically on first-visit to an empty state view, adding a contextual nudge without requiring a code change.