How Do I Design Empty States That Keep Users Interested?

Think about the first time you open Instagram after creating a new account. You're greeted with a feed that's completely blank—no posts, no stories, nothing. That empty screen could feel dead and pointless, couldn't it? But instead, Instagram fills it with suggested accounts to follow, trending content, and a clear prompt to start building your experience. This isn't by accident; its one of the most carefully designed screens in the entire app. I've spent years working on empty states for apps across healthcare, fintech and e-commerce, and I can tell you that these supposedly "simple" screens are where most apps lose their users forever. The data backs this up too—apps with poorly designed empty states see retention rates drop by as much as 40% in the first week compared to apps that get it right.

Empty states are those moments when your app has no content to show yet. Maybe the user just signed up and hasn't added anything. Maybe they've cleared their shopping basket or completed all their tasks. These screens feel like dead ends if you dont handle them properly, and users will just close your app and probably never come back. But here's the thing—empty states are actually opportunities in disguise. They're perfect moments to guide users, explain what comes next, and get them engaged with your apps core features before they lose interest.

The biggest mistake I see is treating empty states as afterthoughts, when they should be treated as your apps first impression

Over the years I've learned that empty state design isnt just about filling space with pretty illustrations or witty copy (though those help). It's about understanding where your user is in their journey and what they need right now to move forward. A first-time user needs different guidance than someone who's just finished all their tasks. The context matters more than anything else, and that's what we're going to explore in this guide.

What Empty States Actually Are

An empty state is what users see when there's no content to display yet—it's that screen that appears before they've added anything, before data loads, or when something goes wrong. I mean, its basically the blank canvas moment in your app. Simple as that. These screens show up everywhere: when someone opens a messaging app for the first time and has no conversations, when a shopping cart is empty, when search results come back with nothing, or when a user hasn't uploaded any files yet. They're far more common than most developers realise; in fact, every single app I've built over the years has dozens of these states scattered throughout the user journey.

Here's the thing though—empty states aren't just about showing a blank screen with some text. They're actually opportunities to guide users, explain what should happen next, and keep them moving forward through your app. When I built a healthcare appointment booking app a few years back, we had empty states for new patients who hadn't scheduled anything yet, for doctors with no appointments that day, and for admin users viewing reports with no data. Each one needed different messaging and different calls to action based on who was seeing it and what we wanted them to do next.

The biggest mistake? Treating empty states as an afterthought. Many apps just throw up a "No items found" message and call it done. But that's where you lose people. A well-designed empty state should answer three questions without the user having to think: what is this screen for, why is it empty right now, and what can I do about it? If your empty state doesn't answer those questions clearly, you've missed a chance to keep users engaged during that vulnerable moment when they're deciding whether your app is worth their time.

Why Most Apps Get Empty States Wrong

Right, so here's what I see all the time—developers treat empty states like error messages. They slap up a generic "No items yet" with maybe a sad face icon and call it done. I mean, I get it; you're focused on building the actual features, the stuff that matters when users have data. But here's the thing, that empty state is often the very first screen new users see after signing up, and you're basically showing them... nothing. It's a bit mad really.

The biggest mistake? Thinking empty states are just placeholder content until "real" content shows up. I worked on a fitness app where the empty workout history screen just said "You haven't logged any workouts." Sounds fine doesn't it? But we were losing 40% of new users within the first session. When we redesigned that screen to show three quick-start workout templates and a simple "Start your first workout" button, that retention number jumped to 68%. Same app, same features; we just stopped treating the empty state like a dead end.

Another thing that drives me nuts—apps that show empty states but dont explain what happens next or why it matters. Your zero data screens should answer three questions: what is this section for, why should I care, and what's the easiest next step? If users have to guess at any of those, you've already lost them. This is especially true in fintech apps where we've seen users abandon onboarding completely because they didn't understand what "connecting an account" would actually do for them. Understanding what makes some apps consistently successful often comes down to how well they guide users through these crucial first moments.

Test your empty states with actual new users, not your team who already knows how everything works. Fresh eyes will spot confusion you've become blind to.

Most teams design their apps assuming users will have data from day one, but that's rarely how it works. Users need guidance when they're starting from zero—that's when they're most likely to bounce.

The Psychology Behind Empty States

Empty states trigger something primal in our brains—a mix of uncertainty and loss that we're hardwired to avoid. When I worked on a fitness tracking app a few years back, we noticed users would abandon the app within the first session if they saw too many empty dashboards. It wasn't the app's fault really; it was just that seeing nothing made them feel like they'd wasted their time downloading it in the first place.

The psychological principle at play here is called loss aversion, and its bloody powerful. People feel the pain of loss about twice as strongly as they feel the pleasure of gain. So when a user opens your app and sees emptiness, their brain doesn't think "oh this is a blank canvas full of possibility"—it thinks "I've got nothing here, this was pointless." That's why we need to reframe empty states as beginnings rather than absences.

There's also the paradox of choice to consider. I mean, when users face a completely empty state with no guidance, they often freeze up. They dont know where to start. But give them one clear action, one simple next step? Suddenly that empty state becomes manageable. I've seen conversion rates jump by 40% just by changing "You have no items" to "Add your first item in 30 seconds" with a big friendly button underneath. This is where simple game mechanics can make the difference between users bouncing and users engaging.

What Actually Motivates Action

Understanding user motivation means recognising these key psychological triggers that get people past empty states:

• Progress indicators—showing users they're already 10% complete just by signing up makes them want to reach 100%
• Social proof—"Join 50,000 users who started here" reduces anxiety about beginning
• Quick wins—promising a result in under 60 seconds lowers the perceived effort barrier
• Curiosity gaps—hinting at what they'll see once they add content creates anticipation rather than disappointment
• Pattern completion—our brains hate unfinished things, so showing a partially filled template drives completion behaviour

The fintech apps I've built taught me that empty states need to acknowledge the user's current emotional state. Someone opening a budgeting app for the first time is probably feeling anxious about their finances already. Seeing "No transactions yet" just reinforces that anxiety. But "Let's build your financial picture together" shifts the frame entirely; it makes the empty state feel collaborative rather than judgmental.

Types of Empty States You'll Encounter

After building dozens of apps across different sectors, I've noticed that empty states tend to fall into pretty clear categories—and honestly, most developers don't realise how many different types they're dealing with until its too late. The first-time user state is probably the most common one you'll encounter; this is what people see when they first open your app and haven't created any content yet. I worked on a fitness tracking app where users would open it for the first time and just see... nothing. No workout history, no stats, no progress charts. We had to completely redesign that experience because people were dropping off before they even logged their first session.

Then there's the user-cleared state, which happens when someone deliberately deletes all their content—think of an email app where you've archived everything or a to-do list that's finally empty. This one's tricky because you don't want to interrupt someone's sense of accomplishment with aggressive calls to action. The error state is another big one; this shows up when something goes wrong with the server connection or data sync fails. I see so many apps that just display a generic error message here, which is basically telling users "we messed up but we cant be bothered to help you fix it". This is where understanding how waiting times and performance issues affect user retention becomes crucial.

The no-results state might be the trickiest to get right because you're essentially telling users that what they're looking for doesn't exist

Search results are a perfect example of this—I built an e-commerce app where users would search for products and get nothing back... we had to balance being helpful with not being pushy about alternative products. There's also the permission-required state where users need to grant access to their camera, location, or contacts before they can see any content. And finally, the onboarding state, which sits somewhere between an empty state and a tutorial; this is where you're teaching people how to populate their app with meaningful data without overwhelming them.

Writing Copy That Doesn't Feel Robotic

The copy you write for empty states can make or break the experience, and I've seen so many apps get this wrong over the years. They either go full corporate speak ("No items to display at this time") or they try so hard to be funny that it just falls flat. The best empty state copy I've written has always been conversational without trying too hard—think of it as what you'd say to a mate if they asked why the screen was empty.

When we built an e-commerce app for a fashion retailer, their initial empty basket state said "Your shopping cart is currently empty." Boring, right? We changed it to "Nothing here yet. Lets fix that." and paired it with a simple button to browse collections. Conversion from that empty state increased by 23% because the copy felt like it was guiding rather than just stating the obvious. The tone matched how their sales staff actually spoke in stores, which is something I always recommend—your app should sound like your brand, not like a robot wrote it at 3am.

Here's what actually works when writing empty state copy:

• Keep it short—two sentences maximum, and honestly one is usually better
• Tell people what to do next, dont just describe the problem they can already see
• Use "you" and "your" to make it personal—"Your messages will appear here" beats "Messages will be displayed in this area"
• Match your brand voice but don't force jokes if that's not who you are
• Test different versions because what works for a banking app wont work for a gaming app

For a healthcare appointment app we developed, the empty upcoming appointments state originally said "You have no appointments scheduled." We tested that against "Ready to book your next appointment?" with a clear call to action button. The second version led to 31% more bookings being made from that screen. People need a nudge, not a dead end. This kind of copy testing is critical when you're building healthcare apps that need to balance user experience with compliance.

One mistake I see constantly is trying to be clever when simple would work better. A fintech app I worked on wanted their empty transactions list to say something witty about spending. We tested five different versions and the winner was just "No transactions yet" with a subheading explaining when transactions would appear. Sometimes the best copy is the clearest copy, and that's a tough pill to swallow when you want to show off your creative writing skills.

Visual Design Elements That Work

The visual design of your empty state can make or break whether users stick around long enough to actually fill it with content. I've tested dozens of empty state designs across healthcare apps, fintech platforms and e-commerce projects—and honestly, the difference between a good one and a poor one is massive when you look at the retention numbers. The best empty states I've built use illustration rather than photography because illustrations feel less intimidating and more approachable when there's nothing else on screen. A well-crafted illustration can communicate your app's personality whilst also guiding users toward their first action.

Colour choice matters more than most designers realise. I always keep empty states lighter and less saturated than the rest of the interface because harsh colours on a blank screen can feel aggressive or overwhelming. Think soft greys, pale blues, gentle pastels—colours that say "this space is waiting for you" rather than "something's broken". The call-to-action button needs to be the brightest element on screen though; that's where your brand colour should live. And keep your empty state illustrations simple—three or four colours maximum. I learned this the hard way on an e-commerce project where our overly detailed illustration actually confused users about what action they needed to take next.

Key Visual Components To Include

• A single illustration or icon that relates to the missing content (not abstract shapes)
• Plenty of whitespace around your elements so the screen doesn't feel cluttered
• A clear visual hierarchy with your CTA button as the most prominent element
• Consistent styling with the rest of your app—same corner radius, same button style
• Subtle animations when the empty state loads (fade-in works well, nothing too flashy)

Your empty state illustration should never be purely decorative. Every visual element needs to reinforce what the user should do next or explain why the space is empty. I've seen conversion rates drop by 30% when clients insisted on adding "pretty" illustrations that didn't actually relate to the user's task.

Size your illustrations carefully too. They shouldnt dominate the entire screen because that makes the empty state feel permanent—like its the intended destination rather than a temporary stopping point. I typically allocate about 25-30% of the visible screen to the illustration, with the rest split between explanatory text and the call-to-action. The fintech apps I've worked on perform best when the empty state visual sits slightly above centre—it catches the eye without forcing users to scroll to find the action button. When thinking about professional animation styles, subtle micro-interactions on empty states can make them feel more polished without overwhelming the user.

Testing Your Empty States With Real Users

You can design the most beautiful empty state in the world, but if real people don't understand it or act on it, you've wasted your time. I learned this the hard way on a fintech project where we spent weeks perfecting an empty state for a transactions screen—the designs looked great in our prototypes, but when we tested it with actual users, half of them didn't understand what they were supposed to do next. It was a bit embarrassing really, but that's why we test.

The best way to test empty states is through moderated usability testing where you watch people interact with your app. I usually set up sessions with 5-8 users (that's enough to catch most major issues without breaking the budget) and give them specific tasks that will naturally lead them to empty states. For a healthcare app we built, we asked users to "find your upcoming appointments" when they had none scheduled—this forced them to encounter our empty state organically. What we discovered was fascinating; users skipped right past our carefully crafted illustration and went straight to the CTA button, which means we could've saved money on the custom graphics.

What To Look For During Testing

When you're watching users interact with your empty states, pay attention to these specific behaviours:

• Do they pause and read the text or immediately try to navigate away?
• Can they explain in their own words what the empty state is telling them?
• Do they click the primary action within 3-5 seconds of seeing it?
• Are they confused about why the space is empty or do they understand the context?
• Do they try to interact with elements that aren't actually clickable?

One thing that's often overlooked is testing empty states on different devices and connection speeds. I once worked on an e-commerce app where the empty cart state loaded beautifully on wifi but on 3G the illustration took so long to appear that users thought something was broken and closed the app. We ended up simplifying the graphics significantly and saw our conversion rate improve by 12%—sometimes less really is more, especially when network conditions aren't perfect.

Common Mistakes That Kill Engagement

Right, lets get into the stuff that actually breaks empty states—because I've seen these mistakes sink perfectly good apps time and time again. The biggest one? Treating empty states like error messages. I mean, I get it, technically something's "wrong" (there's no data), but that doesn't mean you should make users feel like they've done something wrong. I worked on a healthcare app where the original empty state for the medication tracker just said "No medications found" with a grey screen—it felt cold and clinical when it should've been encouraging people to start tracking their health.

Another killer is making empty states too clever or "fun" when the context doesn't call for it. Sure, quirky illustrations work great for social apps, but I've seen fintech products try to be playful about having no transactions and it just confused users who were genuinely worried about their account status. Context matters more than you'd think. Building trusted fintech apps means understanding that users approach financial empty states with anxiety, not excitement.

The worst empty states are the ones that offer no path forward—they're basically dead ends that tell users what they can't do rather than what they can do next

Loading spinners that never resolve into proper empty states? Bloody hell, that's a huge one. Users sit there wondering if something's broken or if they just need to wait longer. I've tested apps where people refreshed multiple times because they thought it was a loading error, not an empty state. And here's something people overlook—using the same generic empty state everywhere in your app. Your empty inbox needs different messaging than your empty shopping cart, which needs different messaging than your empty search results. Each one has its own emotional context and requires its own solution. The apps that get this right see significantly better activation rates because they're actually guiding users through their first experiences rather than just... leaving them there wondering what to do next. This is often where positioning mistakes can kill apps before they even get a chance to succeed.

Conclusion

Empty states aren't just something you need to tick off your design checklist—they're opportunities to build trust with users when they're most vulnerable to leaving your app. I've watched conversion rates jump by 30-40% in e-commerce apps simply by improving the empty basket screen with personalised product suggestions instead of a generic "your cart is empty" message. It works because you're showing users you understand their journey, not just showing them what's missing.

The apps that get this right are the ones that test their empty states as rigorously as they test their primary features. I mean, why spend months perfecting your checkout flow if users are abandoning at the empty state before they even add a product? Its a missed opportunity, honestly. When we built a healthcare app for appointment booking, the "no appointments" state became one of our highest-performing screens because we used it to educate users about preventive care—something they actually found valuable rather than feeling like dead air.

Start small if you need to. Pick your most common empty state and rewrite the copy with a clear action; test it with five real users and watch what they do. You don't need fancy animations or complex illustrations to make empty states work—you need to understand what your users were trying to accomplish and help them get there. The technical implementation is straightforward, but the thinking behind it takes practice and honestly, a bit of empathy for what it feels like to hit a wall in an app. Empty states that keep users interested are just empty states that respect users time and give them something useful to do next.