Writer
Tom Whitfield
Staff Frontend Engineer
Core Web Vitals and accessibility specialist
Tom builds the front end: rendering strategy, performance budgets and accessible interfaces that hold up under real network conditions. He writes about treating Core Web Vitals as a revenue metric rather than a lint rule.
- Core Web Vitals
- Next.js and React
- Web accessibility
- Frontend architecture
- 4
- Articles
- 4
- Expertise
- Web & Performance
Case study: cutting retail LCP to 1.2s and lifting mobile conversion 11%
A mid-market retailer with a 3.4 second mobile LCP. Six weeks, no redesign, no re-platform — and a conversion result the finance team could sign off.
TWTom Whitfield2 min read - Web & Performance
Core Web Vitals are a business metric, not an engineering one
Treating performance as a technical concern is why it never gets prioritised. Attach a revenue number to it and the work gets scheduled.
TWTom Whitfield1 min read - Web & Performance
Server Actions in production: what we learned
After a year of shipping Next.js Server Actions in client work, here is where they earn their keep and where a real API endpoint is still the right answer.
TWTom Whitfield2 min read - Web & Performance
An accessible design system without slowing delivery
Accessibility becomes expensive when it is a remediation project. Built into the component layer, it costs almost nothing per feature.
TWTom Whitfield2 min read
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Guides
- Case study: 240 creator posts in one quarter without losing brand safety
Eighty-four creators, four markets, one brief. The operational decisions that kept quality consistent at that volume.
- Case study: replacing a nine-year-old CRM in fourteen weeks
Forty-one undocumented behaviours, 1.8 million records and a sales team that could not stop selling for a weekend. Here is how the sequencing worked.
- Short-form video: what is actually trending, and what just looks new
Most trend reports describe last quarter. These are the shifts that changed campaign economics rather than aesthetics.
- Case study: cutting retail LCP to 1.2s and lifting mobile conversion 11%
A mid-market retailer with a 3.4 second mobile LCP. Six weeks, no redesign, no re-platform — and a conversion result the finance team could sign off.