Case study 02
OptOutHQ
A privacy product with a four-part promise — junk mail, spam, robocalls and data brokers, all off. No site existed. We designed and built the whole thing from a blank file: brand, copy, interface and a 98 Lighthouse score.
- Sector
- Consumer privacy software
- Starting point
- A blank file
- Shipped
- 2026
- Scope
- Design & build, from scratch
The starting point
A four-part promise and a blank file
OptOutHQ is a subscription that turns off the four channels of unwanted contact — junk mail, spam email, robocalls and data-broker listings — from one dashboard. It started with no website, no brand and no template: a product idea, a working name and a blank file.
The hard part wasn't the blank file; it was the promise. Four invisible services and a subscription is a difficult thing to make tangible — nobody can screenshot their phone not ringing. The site had to turn an abstract promise into something a visitor can feel, in the first scroll, without a wall of explanation.
And a privacy product's website has to live its own pitch. A site that asks you to trust it with your data while loading slow and running ad trackers would be unbearable irony. So the constraints were set before the first pixel: no trackers, plain language, and fast enough that the speed itself reads as credibility.
Where it landed → see the live site
The first thing a visitor sees — the switch is the logo, the hero and the pitch
On the device that matters most
Built thumb-first, because privacy panic happens on a phone
The moment someone decides to deal with the junk is usually the moment it interrupts them — a robocall, a spam text, a mailbox full of catalogs. So the site is designed for that moment: one headline, one switch, the main content painted in 2.3 seconds, and a six-question quiz you can tap through with one thumb.
The whole thing, end to end
Every section, earned
Scroll the homepage top to bottom: an exposure quiz, the four categories, a live demo of a spam email dying, the dashboard, and a comparison table that names the competitors.
What we measured
Real numbers, not adjectives
The homepage, measured the week it shipped. These are genuine readings — no invented stats, ever.
- 98
- Performance
- 2.3s
- Largest Contentful Paint
- 1.2s
- Speed Index
- 96
- Accessibility
- 100
- Best Practices
- 100
- SEO
Lighthouse, /100
time to main content
how fast it looks done
Lighthouse, /100
Lighthouse, /100
Lighthouse, /100
Measured with Google Lighthouse, mobile emulation, June 2026. Run it yourself against the live site.
What shipped
Everything every Harbor Tree build includes
- A brand built around one gesture — the toggle switch is the logo's “O”, the hero and the product story
- An interactive exposure quiz: six questions that turn “data brokers” from abstract to personal
- A live demo of a spam email dying — the product shown, not claimed
- 98 Lighthouse performance with the main content painted in 2.3s on mobile
- Perfect 100s in SEO and Best Practices, with semantic structure and metadata from day one
- Zero trackers — the privacy promise applied to the site itself
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