/prose

Empty State Copy Reference

Purpose: Design zero-data UI copy that converts absence into forward momentum. Classifies empty states into three types (first-use / user-cleared / search-no-results) and produces copy that educates, celebrates, or redirects — never nihilistic "Nothing here".

Scope Boundary

• prose empty-state: Zero-data UI copy design (this document).
• prose microcopy (elsewhere): General UI copy (buttons, tooltips). Empty state is a deeper pattern carved out.
• prose onboarding (elsewhere): First-run experience across multiple screens. Empty state is one piece inside onboarding.
• prose errors (elsewhere): Failure-state copy. Empty state is not a failure.
• Palette (elsewhere): Empty-state illustration / layout direction. Prose owns copy; Palette owns visual.

Three-Type Classification

┌────────────────────┬──────────────────────────────────────────┬─────────────────────────┐
│ Type               │ Trigger                                  │ Emotional tone          │
├────────────────────┼──────────────────────────────────────────┼─────────────────────────┤
│ First-use          │ User has never populated this surface    │ Invitational, educational│
│ User-cleared       │ User completed/deleted all items         │ Celebratory, next-action │
│ Search-no-results  │ Filter/search returned zero items        │ Acknowledging, helpful   │
└────────────────────┴──────────────────────────────────────────┴─────────────────────────┘

Pattern 1 — First-Use

User arrives, surface is blank. Goal: show value, invite action, lower start cost.

Structure

1. Hero line (1 sentence, 6-12 words): name the benefit.
2. Supporting line (1 sentence, 10-20 words): explain how or why.
3. Primary CTA (2-4 words, imperative): start the first action.
4. Secondary CTA (optional): tutorial, sample data, import.

Examples

Anti-patterns

• ❌ "No items."
• ❌ "Oops, empty!"
• ❌ "You haven't done anything yet." (accusatory)
• ❌ "We didn't find anything." (correct for search, wrong here)

Pattern 2 — User-Cleared

User has completed or deleted all items. Goal: celebrate, confirm, offer next action.

Structure

1. Affirmation (1 sentence): acknowledge completion.
2. Next action (optional but recommended): suggest a useful follow-up.

Examples

Rules

• Celebrate briefly — do not over-praise (single short line is enough).
• Offer only one primary next action to avoid decision fatigue.
• Tone: warm, not corporate ("Nice." works; "Congratulations on your productivity achievement!" does not).

Pattern 3 — Search-No-Results

Filter or search returned zero. Goal: acknowledge query, preserve trust, offer reformulation path.

Structure

1. Query echo (include what they searched): "No results for "{query}""
2. Suggestion (1-2 bullets): spelling, fewer filters, broader term.
3. Fallback action (optional): reset, browse all, contact support.

Examples

Rules

• Always echo the query. Users need to see that the system received their input. Missing echo feels like the system ignored them.
• Suggest action, not self-flagellation. "We couldn't find anything" → "No results for X. Try Y."
• Never show "0 results" as the only copy — always pair with suggestion or reset.

Tone Calibration

Follow the project's established brand voice; if none exists, run Prose's tone recipe first.

Accessibility Notes

• Icon-only empty states are inaccessible. Always include text with sufficient heading hierarchy.
• If using illustration, pair with meaningful alt text or role="img" + aria-label.
• CTA buttons must have descriptive labels (not "Click here").
• Screen-reader announcement sequence: heading → explanation → CTA. Avoid CTA-before-context order.

Implementation Notes

• String key naming: emptyState.{surface}.{type}.{role} (e.g., emptyState.tasks.firstUse.hero).
• Translation: avoid concatenation. Whole sentences only. Punctuation inside strings.
• A/B testing: label variants with v1, v2 keys; emit empty_state_viewed + empty_state_cta_clicked events for Pulse.

Output Template

## Empty State Copy: [Surface]

### Type
[First-use / User-cleared / Search-no-results]

### Copy

| Role | Copy | Notes |
|------|------|-------|
| Hero | "[copy]" | Benefit-focused |
| Support | "[copy]" | How / why |
| Primary CTA | "[copy]" | 2-4 words, imperative |
| Secondary CTA | "[copy]" | Optional escape |
| A11y alt (if illustration) | "[alt text]" | Short, descriptive |

### Readability
- Flesch-Kincaid grade: [score]
- Target: 6-8 (consumer), 10-12 (enterprise)

### Variants (A/B)
- Variant A: [copy]
- Variant B: [copy]
- Metric to optimize: CTA click-through

### Implementation Notes
- String keys: [path]
- Telemetry: [event names]
- Handoff: Artisan (implementation) · Palette (visual direction) · Pulse (measurement)

Anti-Pattern Ledger

Deliverable Contract

When empty-state completes, emit:

• Type classification (first-use / user-cleared / search-no-results).
• Copy block (hero, support, primary CTA, secondary CTA, a11y alt).
• Readability score (Flesch-Kincaid).
• 2-3 variants for A/B testing where applicable.
• String keys and translation notes (no concatenation).
• Telemetry events for Pulse.
• Handoffs: Artisan (code), Palette (visual), Pulse (measurement), Polyglot (i18n).

References

• UX Movement — "The 3 Types of Empty States"
• Nielsen Norman Group — "Beyond Blank Canvas: Three Types of Empty States"
• Shopify Polaris — Empty state patterns
• Material Design — Empty states
• Intercom — "The Dribbblisation of Design" (illustration + copy coupling)