Aarron Walter is the user experience design lead for MailChimp. Aarron writes about web design for industry publications, and has written a few books, the latest of which is Designing for Emotion to be published in the summer of 2011 by A Book Apart. He's also 50% of the magic behind the UX Sketchbook, an essential tool for capturing interface design ideas. Follow his ramblings on Twitter: @aarron.