Klook's empty states
I led the effort to revamp all of the platform's empty state pages to make them more consistent and helpful to users.
Background
Empty states are a great way to give guidance for freshly signed up users when there's no content to display.
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After I joined Klook, all of the empty state pages were unhelpful and inconsistently designed across products and platforms.​
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Inconsistent web & app designs
Conflict
Despite the obvious issues, I ran into a lot of push-back trying to get the pages improved.
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Klook had about a dozen different empty state pages and they all required buy-in from different teams if I was to get them optimised.
Strategy
After finally getting all teams onboard, I set the following goals:
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Create new empty state pages led by the 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!
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I researched other sites' empty state pages to show stakeholders how they could lead to conversions.
Getting inspiration
Proposals
Suggesting design improvements
Next, I created my own design mock-ups to realise these goals and shared them with product managers and designers.
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I also worked with branding team to bounce ideas that could delight our users.
Climax
When Klook rebranded in 2022, we finally launched the empty state revamp.
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All of our empty states were improved, with better copy, useful buttons and in some cases recommendation modules that boosted clickthrough rates and conversions.
Before & after
Epilogue
The empty state project was incorporated into Klook's Design System, meaning that we created a standardised template for how to design empty states.
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Special thanks to designer Ming Hui Chua.
Consistency building
