Our brain is a powerhouse running on what I like to call the "hOS."

When I was a kid, those documentaries about ancient tribes totally fascinated me. These folks weren't just surviving; they were thriving by being in sync with nature. They had this incredible knack for hunting and finding food, almost like a sixth sense. Those hunters didn't just track their prey by footprints – broken twigs, fur patches, and all sorts of wilderness clues were their secrets. They were like nature's best detectives, reading the sun and wind, and making lightning-fast decisions based on their gut feelings and keen observations.

Believe it or not, we're all wired with that same tribal hunting prowess. It's what's kept us going as a species. Sure, our ancestors needed those skills more directly for survival, but guess what? We've got the same senses and brains. It's like we share a Human Operating System (hOS). This hOS of ours learns from our experiences and drives us to fulfill our needs and wants. We're programmed by our life lessons, adapted to our times, and always, always picking up on things in the background.

Back then, those skills helped them hunt; today, they help us do everyday stuff – like driving, shopping, and buying. Surprisingly, we make about 95% of our decisions without even realizing it! That's our hOS in action, sorting out routine tasks while giving our conscious brain the room to handle new stuff. But the real MVP? Our emotional brain, the amygdala, running the show based on how we feel.

Shopping might not involve tracking rabbits, but it's still all about using those observation and intuition skills. We've got this "knowing" about where things should be, how store signs work, and even reading other shoppers' behavior. It's all about what to embrace and what to ignore, right?

But here's the thing: when confusion hits, it's like a system crash. Stress takes over, making us want to run or snap. Daniel Goldman calls it a hijack – stress takes control, and we act all kinds of irrational. It's like hitting the restart button. Not ideal when you're trying to create amazing brand experiences.

So, experience design? It needs to respect this hOS thing. It should be friendly to our brain's routine mode and still excite our emotional side – like a hit song that's familiar but with a surprise twist that makes us smile.

Designing a great experience starts by nixing the pain points. You don't want your hunting ground to feel like a dead-end, right? It's about understanding what feels natural, what cues make shopping a breeze, and not messing with that mojo.

An hOS-friendly experience respects shoppers' momentum and emotions. What's already hardwired in our brain that we shouldn't mess with? What makes a store feel like home for all of us? Don't fix what ain't broken, just design around those needs, and let the good vibes flow.

At the end of the day, it's about appealing to that basic code, that shared hOS. We're all just hunters, enjoying the thrill of the hunt, whether in a store or behind a screen, tapping into that primal urge to find our favorite hunting ground.

Bill Chidley is a Partner and Co-Founder at ChangeUp. Creating Innovating Experiences that Drive Growth. https://www.changeupinc.com