Empty states

Empty states are the most important UI surface for activation. A new user with no data sees empty states constantly; each one is a chance to guide the next action.

Weak empty state

'No items yet' with a shrug icon. Doesn't help.

Strong empty state

• Clear explanation of what goes here
• One clear action button
• Optional: example or template
• Optional: brief why this matters

Common opportunity

Every table, list, or dashboard has an empty state. Most are 'no data' placeholder. Each is an activation opportunity.

Measure

Click-through rate on empty-state CTAs. Optimize the ones users hit most.