Aarron Walter is the lead user experience designer for MailChimp, where he socializes with primates and ponders ways to make interfaces more human. Aarron is the author of Designing for Emotion, the purple stripe in the rainbow of knowledge from A Book Apart. He lives with his wife and son in Athens, Georgia, and is a wannabe barista. He tweets about design under the moniker @aarron on Twitter.
While some companies use their brand as an opaque facade to hide their questionable practices, others are opening up to their audience and sharing their true personality. The result is a more honest relationship with customers.