Designing the front door: How a content-first approach turns empty states into entry points

Empty states are often treated as placeholders — a quick “Nothing here yet” message added at the end of a project. But when users land on a new feature for the first time, that empty state isn’t filler. It’s orientation. It’s onboarding. It’s positioning.

In this talk, Cat Overman will share how she led a content-first initiative to turn empty states into a reusable content pattern grounded in providing user value and contextual navigation. Attendees will leave with a practical template, a checklist for strong empty states, and a framework for leading content-first pattern work with a design system team.

In this session, you’ll learn how to:

• Identify what an empty state needs to do — and define the content structure before visual design begins.
• Write benefit-driven copy that orients users and guides them forward (without drifting into marketing).
• Create a structured, documented content pattern your design systems team can support.