Zero State

Where this pattern is used

Zero state’s goal is to provide our customers with the single most important value proposition for any offering or feature within QBO, and compel our customers to take action. At a quick glance, our customers should understand the “how” and “why” of this product or offering. Zero states should always align with the end-2-end workflows within the ecosystem.

  • An illustration or photograph is used to help convey the value proposition for the Zero state page. Illustrations and photography are to follow brand guidelines.
  • When applicable, animation may be used to help communicate feature functionality (click the image to play)

    Salesform customization

    A subtle animation goes a long way to communicate what to expect from this feature (click image to play)


  • Primary messaging provides the value proposition for that particular product or offering. The headline provides the “why” for our customers and prompts our user’s into insightful action.

Sub Headline

  • Secondary messaging is used in support of the primary value proposition. Messaging should always speak to a targeted customer segment.
1 Zero State FTU


Action component
  • The  “action component” is located directly underneath the value proposition provides the “how” for what’s next in the workflow.



Primary Call to Action

  • Is located in close proximity and/or directly below the action component.
Secondary Call to Action
  • Drives to our learn more page if customers need additional information about the offering or feature.
Tertiary Call to Action
  • Can be utilized only if it’s in support of the primary call to action.
Screen Shot 2016-01-20 at 4.35.33 PM
Screen Shot 2016-01-20 at 10.09.27 PMScreen Shot 2016-01-20 at 10.28.35 PM

  • Zero states are targeted based on our customer segments. Depending on the use cases, targeting can enable multiple zero state to target specific customer segments
Multi-Zero State
  • Two Zero states can be used for complex use cases with 2 workflows that work together for an e2e experience. Eg. A  Zero State for signing up for payroll, and another Zero state for setting up Payroll.
Access Points
  • Zero states can be accessed from any point. Prioritized focus will be dashboard and left navigation access points for the Zero state.

  • Photography can be used in place of illustration if there is a compelling business rationale or use case. E.g: in the accountant services marketplace, user testing results informed the use of photography as the most effective way to communicate a connection with a real live person.
Screen Shot 2016-01-20 at 10.39.23 PM


© Intuit 2016 | Terms of use