Most discussions and talks on WordPress theming are focused on development, but to write the code for and develop a WordPress theme, you first need design. Web design plays a critical role in setting the tone of a website, focusing visitors’ attention, and guiding them through the site to a conversion with as little friction as possible. It also is responsible for shaping brand perception, audience emotion, and telling a story that not only produces results but resonates with clients and customers. At its core, design is the visualization of why. In this presentation we’ll cover: - Understanding the brand story and site visitor journey - Conversion path planning and creating a natural website flow - Purpose-driven theme design focused on asking why - Long-term design thinking focused on asking how