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 Google performance 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.
- 98Performance
Google score, /100
Performance
Google's overall grade for how fast the page feels to load.
98 of 100 at launch — and on a privacy product, the speed itself reads as credibility.
- 2.3sLargest Contentful Paint
time to main content
Largest Contentful Paint
How long before the main content actually appears.
Inside Google's 2.5s “good” line — the page is usable almost the moment it opens.
- 1.2sSpeed Index
how fast it looks done
Speed Index
How quickly the page looks finished as it paints in.
Well under the 3.4s “good” threshold — it feels done on arrival.
- 96Accessibility
Google score, /100
Accessibility
How well the page works with a keyboard and a screen reader.
96/100 from day one — usable for people who don't navigate with a mouse.
- 100Best Practices
Google score, /100
Best Practices
Google's check for security, correctness and modern web standards.
A perfect 100 — no console errors, no insecure requests, no corners cut.
- 100SEO
Google score, /100
SEO
How cleanly the page is structured for search engines to read.
A perfect 100 — findable from launch, with metadata and structure built in.
Measured with Google's performance tools, 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
- A 98 Google performance score, 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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