Empty State

The empty state is one of the main moments of conversation between the product and the person who uses it. That is because it’s on this screen that we can convey feelings and still make the product human, closer and generate emotional bonds.

Take advantage of this point of contact to explain why that message is being shown, what can and should be done, and how the person reading it should operate. This is where we have the opportunity to take away possible anxieties from those who are feeling lost - or haven’t yet understood what can be done - and how the product can help solve this pain. It’s the chance we have to take the person by their hand and lead them to fulfill an action that’s important for them and also for the business!

Before writing the empty state, think about what’s the purpose of the moment:

• To award
• To educate
• To help
• To encourage

When and how to do it

First use

• When the product or feature has nothing to show yet
• What to do? Show the value and advantages of starting to use it. Button leading to action

Clear scenario

• When all actions were complete
• What to do? Analyze if it’s necessary to encourage the action. Is it important for the product or business? Is it important for the person?

Error

• When something goes wrong and there’s a problem, both in the system and in the use
• What to do? Guide to the action that solves the problem

No result or no data

• When the response to an action has no information to be displayed on the screen
• What to do? Encourage a new search for the data to be presented. Suggest a new period of time, for example

So...

We use these spaces to create expectations and indicate that the void is purposeful.

The Empty State is important mainly in engaging beginners, since not every screen has information or data to be shown. Take advantage of this text to direct!

• Create curiosity in the person, so they see how that space can get data
• Use in the description information that show value and the advantages of having that space filled
• Provide instructions on how to have the screen filled with data
• Text instructions, followed by a button that redirects to the action, help people to move forward with confidence

Good practices

Motivate

Use a motivational language that creates will and curiosity to perform that action and fulfill the blank space. A good sense of humor and creativity can make all the difference!

Bring benefits

Take advantage of this moment and conversational space to remind the person of the benefits and the advantages they will have when performing the action at that time.

Guide and educate

This is one of the best chances of interacting and talking to the person inside the product. Take the opportunity to describe how they can use the functionality, explain how to start, what will happen, etc. Exercise empathy and think: what does the person who gets to this screen need and would like to see right now? Encourage them to go forward!

Use emotional design

Visual content created with empathy and even good sense of humor can encourage engagement and performing the main action of the moment. Use images as an explanatory support and to help reinforce the concept of the feature’s function.

Encourage the action with a button

A relevant button and consistent communication is the perfect opportunity for the person to stay on the page and use the functionality.

Writing with purpose

Step 1

Start by exercising empathy. What does the person on the screen need and would like to see right now? What for us, as a company, is important that the person does to engage and be enchanted by the product or feature?

Step 2

Set the scenario of the Empty State:

• First use
• Clean scenario
• Error
• No result or no data

Step 3

Is it possible to use humor and make the moment lighter?

What’s the tone of the conversation you want to have between the product and the user, to encourage use and engagement?

Title

Start with the title and choose which communication strategy you’d like to follow:

• Describe what doesn’t exist in that space
• Invite to an action

Title examples

• There’s no segmentation list to see here
• Create your first Lead segmentation list

Use the concept above to think about the context, but use your creativity according to the scenario, functionality and moment you are writing!

Descriptive title

Depending on which line of communication you chose to follow in the title, use the descriptive text as support. Bring in the description values, benefits, education and encouragement to an action.

Examples of descriptive title for the titles aside:

Note that the texts above say the same thing, but the description should always “continue” the title’s storytelling. Thus, communication becomes more fluid, it decreases the cognitive load and brings the value of the action clearly.

Tip!

Texts from the RD Station's blog will give you inspiration about the benefits and also make the communication consistent throughout the journey!

Beyond the design…

Much more than offering a good experience and stimulating product engagement and retention, a well-done empty state also has other effects.

Construction and reinforcement of the branding: Creates recognition, authority and promotes the feeling of brand value.

Customization: Because there are various paths to follow freely (such as fun, playful, dynamic, different or more serious), it allows you to explore sensations and give it a personal touch, creating a sense of identification between the user and the product.

Integration: It’s the opportunity to build confidence with the user, improve the level of experience and stimulate the continuous use of the product.

In short... It’s the perfect opportunity to keep the clients engaged, satisfied and fond of the brand and the product!

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