Klook empty states
I led the project to make Klook's empty states more fun and useful.
Background
Empty states are a great way to guide new users when there's no content to display.
When I joined Klook, all empty state pages were unhelpful and inconsistently designed.
Empty states are a great way to guide new users when there's no content to display.
Conflict
Promo code empty state pages were inconsistently designed
I ran into pushback trying to get the pages improved.
Klook had a dozen empty state pages, requiring buy-in from different teams to optimise them simultaneously.
Strategy
After finally getting all teams on board, I set the following goals:
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Create new empty state pages led by UX writing
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Build consistency across pages and platforms
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Redesign them with the users' needs in mind
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Make them fun!
I researched other sites' empty state pages to show stakeholders how they could lead to conversions.
I found inspiration from ASOS and Airbnb
Proposals
I created design mock-ups to realise these goals and shared them with product managers and designers.
I also worked with Klook's branding team to bounce ideas that delighted our users.
I included new buttons and recommendation tools in my mockups
Climax
We launched the empty state revamp as part of Klook's 2022 rebrand.
We improved all empty stage pages with better copy, useful buttons, and, in some cases, recommendation modules that boosted click-through rates and conversions.
Shopping cart empty state: Before and after
Postscript
The empty state project was incorporated into Klook's Design System, meaning that we created a standardised template for designing empty states.
I created guidelines with the UED team to ensure consistent designs
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