Clever Empty States that Create Product Value, Ep 1 — Notion's “/” Strategy

Blank screens lose users

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New user opens page.

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Tooltip.

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Teach by doing, not telling

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Empty page shows faint hint. "Type '/' for commands."

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Curiosity takes over.

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Menu appears

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/ Headings

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taught itself.

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The design does three things

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Instead of explaining features,

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The user discovers power

[{"selector":"#anim-3291291a-1f9e-4c21-8c7d-0ffe9972b66c","keyframes":{"opacity":[0,1]},"delay":250,"duration":750,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-c2ad894f-7ecf-400c-bf44-baeef164cc93","keyframes":{"transform":["translate3d(0px, 127.42541%, 0)","translate3d(0px, 0px, 0)"]},"delay":250,"duration":750,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-e5904302-1419-4305-9f78-f0f61b9c7af8","keyframes":{"opacity":[0,1]},"delay":500,"duration":500,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-b5359094-70b0-44d2-8eda-06be861057dc","keyframes":{"transform":["translate3d(0px, 81.70119%, 0)","translate3d(0px, 0px, 0)"]},"delay":500,"duration":500,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-f2829bec-d93d-49c0-9eed-98d50a5339fe","keyframes":{"opacity":[0,1]},"delay":2500,"duration":0,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-2c35410b-6b88-4625-94ae-d8c2d189f74f","keyframes":{"opacity":[0,1]},"delay":4250,"duration":0,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-b17a95a5-dcf1-46f0-b229-70d25b6c5d20","keyframes":{"opacity":[0,1]},"delay":650,"duration":500,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-08e21dbd-edcf-4d02-8458-4f3776f30e09","keyframes":{"transform":["translate3d(0px, 280.26138%, 0)","translate3d(0px, 0px, 0)"]},"delay":650,"duration":500,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-c65b100a-2f39-46ae-b362-2655475613c5","keyframes":{"opacity":[0,1]},"delay":600,"duration":500,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-de158a8d-c09a-452f-bdd4-5e6cb3fbbcd8","keyframes":{"transform":["translate3d(0px, 288.49662%, 0)","translate3d(0px, 0px, 0)"]},"delay":600,"duration":500,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}]

the entire toolkit.

[{"selector":"#anim-904994ef-0ed1-4f68-ac82-d8c539e77189","keyframes":{"opacity":[0,1]},"delay":250,"duration":750,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-3a2cf036-18ee-4e14-a276-87386ecc653b","keyframes":{"transform":["translate3d(0px, 127.42541%, 0)","translate3d(0px, 0px, 0)"]},"delay":250,"duration":750,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-61a58f61-9dbe-4489-b866-a534ee89a4e1","keyframes":{"opacity":[0,1]},"delay":500,"duration":500,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-0fccfca8-a5e1-4cfd-af78-05792b6729a4","keyframes":{"transform":["translate3d(0px, 81.70119%, 0)","translate3d(0px, 0px, 0)"]},"delay":500,"duration":500,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-7c0735da-dda0-4a86-9304-4a219f5f4c9a","keyframes":{"opacity":[0,1]},"delay":2500,"duration":0,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-85b2284f-1950-46a8-9c16-9a621dfc2e5a","keyframes":{"opacity":[0,1]},"delay":4250,"duration":0,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-51f82935-9202-42a0-a439-c657b587e8ee","keyframes":{"opacity":[0,1]},"delay":650,"duration":500,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-e43565a8-9b8c-440e-bbc6-d82cdf920c37","keyframes":{"transform":["translate3d(0px, 201.0101%, 0)","translate3d(0px, 0px, 0)"]},"delay":650,"duration":500,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-585c2da8-66bb-47ca-8a15-6356a795089d","keyframes":{"opacity":[0,1]},"delay":600,"duration":500,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-d83ba16b-c01f-4d5a-9911-41af3dc8df88","keyframes":{"transform":["translate3d(0px, 206.79519%, 0)","translate3d(0px, 0px, 0)"]},"delay":600,"duration":500,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}]

Activation speed

[{"selector":"#anim-b9f4e26c-1450-414f-9182-00c90991c46b","keyframes":{"opacity":[0,1]},"delay":1750,"duration":0,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-d983ee5b-eb49-4d97-bd9f-6688020f50c7","keyframes":{"opacity":[0,1]},"delay":500,"duration":0,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-4b941c86-18a1-450d-a2e7-e3e7e529d0d1","keyframes":{"opacity":[0,1]},"delay":0,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-52a72bf3-db83-4bd7-8baf-55882c687fc8","keyframes":{"transform":["translate3d(115.18987%, 0px, 0)","translate3d(0px, 0px, 0)"]},"delay":0,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-206ecee6-d0c0-4f58-9354-11dce40fcc11","keyframes":{"opacity":[0,1]},"delay":0,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-ce0230dd-a2cf-4964-80e7-d111409308d9","keyframes":{"transform":["translate3d(-115.18988%, 0px, 0)","translate3d(0px, 0px, 0)"]},"delay":0,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}]

is block-based building.

[{"selector":"#anim-6ed5b1c0-9578-4439-9edb-9975f2c29c10","keyframes":{"opacity":[0,1]},"delay":500,"duration":750,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-96049ea5-75a7-4899-b605-c92cf9e3d589","keyframes":{"transform":["translate3d(0px, 84.75693%, 0)","translate3d(0px, 0px, 0)"]},"delay":500,"duration":750,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-edb03c1c-c831-494c-b916-3c4f6b920c63","keyframes":{"opacity":[0,1]},"delay":2600,"duration":750,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-d145b2c1-eabe-420c-b147-f3f0a748e52d","keyframes":{"transform":["translate3d(0px, 181.74604%, 0)","translate3d(0px, 0px, 0)"]},"delay":2600,"duration":750,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-020b95c7-7969-4927-b2d3-9b3b0cf8fc7e","keyframes":{"opacity":[0,1]},"delay":2500,"duration":750,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-403435fa-246f-4088-ae37-5138419cfcf2","keyframes":{"transform":["translate3d(0px, 190.39773%, 0)","translate3d(0px, 0px, 0)"]},"delay":2500,"duration":750,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-357e08bb-b76d-4941-b768-f2fb002b8299","keyframes":{"opacity":[0,1]},"delay":600,"duration":750,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-e02cae19-91f8-45ae-ba52-17c769adccb4","keyframes":{"transform":["translate3d(0px, 278.05208%, 0)","translate3d(0px, 0px, 0)"]},"delay":600,"duration":750,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-ed8e3a50-78f4-4d75-a14c-c01d60f74973 [data-leaf-element=\"true\"]","keyframes":{"transform":["translate3d(49.99999973058111%, 0, 0)","translate3d(0%, 0, 0)"]},"delay":0,"duration":2500,"easing":"cubic-bezier(.3,0,.55,1)","fill":"both"}]

in three seconds.

[{"selector":"#anim-fa0b0dac-8c9f-4792-b39d-74ec5a2eef01","keyframes":{"opacity":[0,1]},"delay":2100,"duration":750,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-c4586202-52d1-4855-9075-77256f8c25aa","keyframes":{"transform":["translate3d(0px, 181.74604%, 0)","translate3d(0px, 0px, 0)"]},"delay":2100,"duration":750,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-41bddf91-62d8-4021-a52b-1511b1ae3a95","keyframes":{"opacity":[0,1]},"delay":2000,"duration":750,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-9379b4ff-f303-45a1-838c-c065c4e19e5f","keyframes":{"transform":["translate3d(0px, 190.39773%, 0)","translate3d(0px, 0px, 0)"]},"delay":2000,"duration":750,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-91d0b7cf-e03b-4a83-aacc-56f52d7156b4","keyframes":{"opacity":[0,1]},"delay":250,"duration":750,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-898b61fe-d6f2-4bbe-9361-5e0b08a72410","keyframes":{"transform":["translate3d(0px, 278.05208%, 0)","translate3d(0px, 0px, 0)"]},"delay":250,"duration":750,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-81caebc6-9b0d-4597-9e3a-2a2bf46b01b7","keyframes":{"opacity":[0,1]},"delay":250,"duration":350,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-852a4f75-ddca-42e1-b8c0-93ad7830d0bb","keyframes":{"opacity":[0,1]},"delay":250,"duration":250,"easing":"cubic-bezier(.3,0,.55,1)","fill":"both"}] [{"selector":"#anim-146d90d7-8847-4b4a-983a-1edae6743327","keyframes":{"transform":["scale(0.3333333333333333)","scale(1)"]},"delay":250,"duration":250,"easing":"cubic-bezier(.3,0,.55,1)","fill":"forwards"}]

User engages

[{"selector":"#anim-b7a56836-77a5-4a72-8239-7cf3642a8483","keyframes":{"opacity":[0,1]},"delay":0,"duration":750,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-c0a3bc6a-630c-41a6-ac43-1a9b696052bf","keyframes":{"transform":["translate3d(0px, -162.07408%, 0)","translate3d(0px, 0px, 0)"]},"delay":0,"duration":750,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-fd9e3bf8-0721-482e-970c-2266e0a022cc","keyframes":{"opacity":[0,1]},"delay":0,"duration":750,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-4f179e02-7b91-41ad-aa83-dc7aa96a7589","keyframes":{"transform":["translate3d(0px, 162.07408%, 0)","translate3d(0px, 0px, 0)"]},"delay":0,"duration":750,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-69c1e09d-caa7-4569-9937-7f069995e72a","keyframes":{"opacity":[0,1]},"delay":750,"duration":0,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-3a55561e-a660-4b10-8710-6ff87be4c903","keyframes":{"opacity":[0,1]},"delay":2500,"duration":0,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-0fa27bd7-faa8-44cd-bdcf-ff8d80b13a37","keyframes":{"opacity":[0,1]},"delay":2500,"duration":0,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-14c6c948-7cea-48f5-9f3f-c8d1bb212496 [data-leaf-element=\"true\"]","keyframes":{"transform":["translate(0%, 0%) scale(1)","translate(0%, 0%) scale(1)"]},"delay":0,"duration":6000,"easing":"cubic-bezier(.3,0,.55,1)","fill":"forwards"}] [{"selector":"#anim-22d9ca14-eb3c-4722-830b-0ed5943dbb4e","keyframes":{"opacity":[0,1]},"delay":2250,"duration":500,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] Scribbled Underline

User wins. Business wins.

[{"selector":"#anim-f9904ef3-4616-46cd-9fdf-f0705b73d8a0","keyframes":{"opacity":[0,1]},"delay":1750,"duration":0,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-48143575-887a-441a-833f-14f7535c30cd","keyframes":{"opacity":[0,1]},"delay":500,"duration":0,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-21cb7972-2b41-4f46-a7cf-3b390c63c066","keyframes":{"opacity":[0,1]},"delay":0,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-9719db71-ad57-4476-b377-f0ee261561f6","keyframes":{"transform":["translate3d(115.18987%, 0px, 0)","translate3d(0px, 0px, 0)"]},"delay":0,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-bcb36326-249c-4c06-aa2b-1daa14ebd485","keyframes":{"opacity":[0,1]},"delay":0,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-aac61160-0392-46f1-a986-c963d8730c36","keyframes":{"transform":["translate3d(-115.18988%, 0px, 0)","translate3d(0px, 0px, 0)"]},"delay":0,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}]

without reading any manual.

[{"selector":"#anim-cc0baf23-f96c-439d-9302-b91cec3bdf7d","keyframes":{"opacity":[0,1]},"delay":600,"duration":250,"easing":"cubic-bezier(.3,0,.55,1)","fill":"both"}] [{"selector":"#anim-7870e93c-63b5-4b2f-a458-7c52cca6dc52","keyframes":{"transform":["scale(0.3333333333333333)","scale(1)"]},"delay":600,"duration":250,"easing":"cubic-bezier(.3,0,.55,1)","fill":"forwards"}] [{"selector":"#anim-866e658e-87f3-4c38-8235-b63bf07dbadc","keyframes":{"opacity":[0,1]},"delay":500,"duration":250,"easing":"cubic-bezier(.3,0,.55,1)","fill":"both"}] [{"selector":"#anim-edd9e41c-161a-49dd-82ab-52fdb3dcffeb","keyframes":{"transform":["scale(0.3333333333333333)","scale(1)"]},"delay":500,"duration":250,"easing":"cubic-bezier(.3,0,.55,1)","fill":"forwards"}] [{"selector":"#anim-21394b3e-5810-421c-84e1-ea90294b21c3 [data-leaf-element=\"true\"]","keyframes":{"transform":["translate(-2.2198275758316464%, 0.07812449869663078%) scale(0.9090909090909091)","translate(0%, 0%) scale(1)"]},"delay":0,"duration":5000,"easing":"cubic-bezier(.3,0,.55,1)","fill":"forwards"}] [{"selector":"#anim-32f249a2-6a69-4511-bf68-673251821faa","keyframes":{"opacity":[0,1]},"delay":1250,"duration":0,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-16dabaa1-5020-4d55-b2af-d9a285ec78ad","keyframes":{"opacity":[0,1]},"delay":4500,"duration":0,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-93c1e4e0-45f8-4beb-880a-dad2f56e2af6","keyframes":{"opacity":[0,1]},"delay":2500,"duration":0,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}]

Faster TTV, time-to-value.

[{"selector":"#anim-7ff5de6c-9a4d-4f35-85b3-d318624b1b65 [data-leaf-element=\"true\"]","keyframes":{"transform":["translate(4.128440366972475%, 4.128439810278819%) scale(0.9174311926605505)","translate(0%, 0%) scale(1)"]},"delay":0,"duration":5000,"easing":"cubic-bezier(.3,0,.55,1)","fill":"forwards"}] [{"selector":"#anim-838e03f1-52e2-4382-9237-4dd5a1722420","keyframes":{"opacity":[0,1]},"delay":5000,"duration":0,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-272fd327-387d-4395-ad0b-a81a9f978228","keyframes":{"opacity":[0,1]},"delay":1250,"duration":0,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-c19028eb-3959-46e8-b723-8a9c8553aa8c","keyframes":{"opacity":[0,1]},"delay":600,"duration":250,"easing":"cubic-bezier(.3,0,.55,1)","fill":"both"}] [{"selector":"#anim-5be84ccd-513f-4806-93e4-ffd64225fd5f","keyframes":{"transform":["scale(0.3333333333333333)","scale(1)"]},"delay":600,"duration":250,"easing":"cubic-bezier(.3,0,.55,1)","fill":"forwards"}] [{"selector":"#anim-3f396c78-ec15-4cfc-b4aa-99cdb1151458","keyframes":{"opacity":[0,1]},"delay":500,"duration":250,"easing":"cubic-bezier(.3,0,.55,1)","fill":"both"}] [{"selector":"#anim-3fb1b7fa-f47e-40ff-9f14-c5d6970c2f52","keyframes":{"transform":["scale(0.3333333333333333)","scale(1)"]},"delay":500,"duration":250,"easing":"cubic-bezier(.3,0,.55,1)","fill":"forwards"}] [{"selector":"#anim-e491ca19-95bb-407b-9fe2-8339d6306229","keyframes":{"opacity":[0,1]},"delay":2500,"duration":0,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-b4d1d492-ca9b-4e9b-b812-e2b632f89379","keyframes":{"opacity":[0,1]},"delay":3750,"duration":0,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}]

The empty state

[{"selector":"#anim-ab3baafd-ef4c-43f2-980f-4fa83fcc301f","keyframes":{"opacity":[0,1]},"delay":500,"duration":0,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-d59b3612-8c05-41f3-bd46-037c80406cd1","keyframes":{"opacity":[0,1]},"delay":2000,"duration":0,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-2b2d1096-c611-4c9e-9b5a-e220da891a1c","keyframes":{"opacity":[0,1]},"delay":3650,"duration":500,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-49d2e1e6-8bf7-4333-b2a8-27bb61199775","keyframes":{"transform":["rotate(-80deg) translate3d(0px, 66.70649%, 0) rotate(80deg)","rotate(-80deg) translate3d(0px, 0px, 0) rotate(80deg)"]},"delay":3650,"duration":500,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-1b11a7df-dd15-432c-8ff7-1684beb5ee18","keyframes":{"opacity":[0,1]},"delay":3550,"duration":500,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-46c5c5a5-bd55-420a-977d-991ce4a0fca8","keyframes":{"transform":["translate3d(0px, 217.77779%, 0)","translate3d(0px, 0px, 0)"]},"delay":3550,"duration":500,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-0d38ae89-500b-4f95-be50-d7fd5b709f38","keyframes":{"opacity":[0,1]},"delay":3750,"duration":500,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-542241a0-50aa-4432-bc87-1c20c388e7b5","keyframes":{"transform":["translate3d(0px, 212.31592%, 0)","translate3d(0px, 0px, 0)"]},"delay":3750,"duration":500,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-7ba69631-55d7-4895-922d-60f6fb036972","keyframes":{"opacity":[0,1]},"delay":5500,"duration":500,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-02f711f6-f288-4d24-9b24-203fe45c15b8","keyframes":{"transform":["translate3d(0px, 221.74939%, 0)","translate3d(0px, 0px, 0)"]},"delay":5500,"duration":500,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-0f8034f6-1320-49b7-8c56-543a4e61e6e8 [data-leaf-element=\"true\"]","keyframes":{"transform":["translate3d(31.58055933324173%, 0, 0)","translate3d(0%, 0, 0)"]},"delay":0,"duration":750,"easing":"cubic-bezier(.3,0,.55,1)","fill":"both"}]

What do we learn?

[{"selector":"#anim-c0e663bb-95e5-4435-80ed-c1c1a04656e0","keyframes":{"opacity":[0,1]},"delay":1750,"duration":0,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-13b2084c-076f-480d-9703-f82e960d386e","keyframes":{"opacity":[0,1]},"delay":500,"duration":0,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-42130e72-9520-4bc9-9c8d-153da578ffca","keyframes":{"opacity":[0,1]},"delay":0,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-9fc42b0e-b5f0-4e2a-b24f-6286f1c4363d","keyframes":{"transform":["translate3d(115.18987%, 0px, 0)","translate3d(0px, 0px, 0)"]},"delay":0,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-f0f11f53-6c0c-49f4-b5d5-7bd847362965","keyframes":{"opacity":[0,1]},"delay":0,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-84c82029-266f-4253-bbc4-2fb7667fa747","keyframes":{"transform":["translate3d(-115.18988%, 0px, 0)","translate3d(0px, 0px, 0)"]},"delay":0,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}]

One moment

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Clever Empty States that Create Product Value, Ep 1 — Notion's “/” Strategy

Blank screens lose users

The Problem

New user opens page.

Sees nothing.

“What now?”

Tooltip.

Tooltip.

Video.

Video.

Illustration.

Illustration.

Text.

Text.

Typical fix?

Typical fix?

Teach by doing, not telling

Notion's Approach

Empty page shows faint hint. "Type '/' for commands."

Empty page shows faint hint.

"Type '/' for commands."

/

Curiosity takes over.

User presses the / symbol.

Menu appears

loud and clear.

☰

/ Headings

/ Lists

/ Tables

/ Images

/

taught itself.

The product just

No walkthrough

No tutorial

The design does three things

Why It's Clever

Instead of explaining features,

it invites one action.

1) Inverts the learning curve

1) Inverts the learning curve

The user discovers power

by simply exploring.

2) Rewards curiosity.

2) Rewards curiosity.

the entire toolkit.

One keystroke opens

3) Makes mastery feel easy.

3) Makes mastery feel easy.

Activation speed

The Needle It Moves

is block-based building.

Notion's core mechanic

in three seconds.

The '/' hint teaches it

/

User engages

almost instantly.

User wins. Business wins.

The Benefit

without reading any manual.

without reading any manual.

User:

User:

Learns the most powerful feature,

Learns the most powerful feature,

Faster TTV, time-to-value.

Faster TTV, time-to-value.

Business:

Business:

Drop-off, DOWN.

Drop-off, DOWN.

Activation, UP.

Activation, UP.

The empty state

The empty state

isn't really empty.

isn't really empty.

It's the first step