Heroes? Pricing tables? THE GRID? Why DO all websites look like the same? Starting with a well-organized theme framework and a little SASS, this talk will cover how to identify user experience patterns and stories that guide your visitors where you want them to go, while giving you the freedom to create new designs that stand out from the sea of sameness prevalent in today’s websites. We also cover how curating your own pattern library enables you to hit the cornerstones of successful web design – Accessibility, Responsiveness, Usability, and Conversion.