CASE STUDY
Airblox OXP: Outcome Execution Protocol
Airblox OXP: Outcome Execution Protocol
GenAI
Blockchain
Composable UI
Conversational UI
Workflows
Air Freight
Supply chain
My team is building an AI-powered, blockchain solution that composes the supply chain with AI, and processes air freight bookings via the novel smart-contract protocol, OXP. Unlike traditional tokens and NFTs, OXP is an intelligent orchestration protocol that tokenizes outcomes, allowing it to: a) track shipments through completion, b) enforce trustless transparency, and c) pay vendors automatically via escrow release upon the completion of service-milestones.
My team is building an AI-powered, blockchain solution that composes the supply chain with AI, and processes air freight bookings via the novel smart-contract protocol, OXP.
Unlike traditional tokens and NFTs, OXP is an intelligent orchestration protocol that tokenizes outcomes, allowing it to: a) track shipments through completion, b) enforce trustless transparency, and c) pay vendors automatically via escrow release upon the completion of service-milestones.
ROLE
Founding Head of Design
Inventor of OXP
TIMELINE
10 months
Aug. 2025–Present
SCOPE
Inventor, Prototype, Interaction Design
TEAM
4 engineers, 1 designer, 1 BD leader, 1 data scientist
ROLE
Founding Head of Design
Inventor of OXP
TIMELINE
10 months
Aug. 2025–Present
SCOPE
Inventor, Prototype, Interaction Design
TEAM
4 engineers, 1 designer, 1 BD leader, 1 data scientist
THE PROBLEM
Solving for opacity in supply chain, where shippers pay 18–40% over cost on every shipment.
Solving for opacity in supply chain, where shippers pay 18–40% over cost on every shipment.
How supply chain works currently:
How supply chain works currently:
Government regulations require Shippers to work with Freight Forwarders—intermediary orchestrators of the supply chain.
Government regulations require Shippers to work with Freight Forwarders—intermediary orchestrators of the supply chain.
This mandate artificially inverts traditional supply–demand marketplace dynamics in favor of supply.
This mandate artificially inverts traditional supply–demand marketplace dynamics in favor of supply.
Forwarders use this government-given power to take advantage of shippers, as they obfuscate milestones and pad their margins
Forwarders use this government-given power to take advantage of shippers, as they obfuscate milestones and pad their margins
The current system rewards opacity. Forwarders, brokers, and consolidators thrive by obscuring steps. They monetize opacity, pad margins, withhold shipment status, and hide routing decisions and performance flaws.
The current system rewards opacity. Forwarders, brokers, and consolidators thrive by obscuring steps. They monetize opacity, pad margins, withhold shipment status, and hide routing decisions and performance flaws.
UP FIRST
An audit of the original Airblox product showed the system was mismatched with the way users think
An audit of the original Airblox product showed the system was mismatched with the way users think
The first product cost $7M+ to build and flopped when it launched. I was hired in 2024 to find out why.
The first product cost $7M+ to build and flopped when it launched. I was hired in 2024 to find out why.
Key UX heuristic broken
Key UX heuristic broken
The original product failed due to a mismatch between the system and the real world (#2), as it did not capture the way industry players searched and communicated—instead it tried to force users to change their decades-old habits.
The original product failed due to a mismatch between the system and the real world (#2), as it did not capture the way industry players searched and communicated—instead it tried to force users to change their decades-old habits.
My diagnosis & UXR insights:
My diagnosis & UXR insights:
Legacy communication: Market participants still conduct business through legacy communication methods, i.e., phone, email, and spreadsheets—the original product tried to force digitization without respecting these change management constraints.
Legacy communication: Market participants still conduct business through legacy communication methods, i.e., phone, email, and spreadsheets—the original product tried to force digitization without respecting these change management constraints.
Emulating natural language: By 2024, the air freight vertical had resisted digitalization—no product could emulate the ease of booking shipments over email with natural language.
Emulating natural language: By 2024, the air freight vertical had resisted digitalization—no product could emulate the ease of booking shipments over email with natural language.
Rich searches: Traditionally, shippers requested bookings by email or phone where their searches contained rich metadata such as dimensions and capacity type—the original search just asked for origin and destination airports.
Rich searches: Traditionally, shippers requested bookings by email or phone where their searches contained rich metadata such as dimensions and capacity type—the original search just asked for origin and destination airports.
Full-service: Shippers wanted more than just air freight capacity—they wanted the entire supply chain to be constructed and the airline was just one provider of 10–20 others in that chain.
Full-service: Shippers wanted more than just air freight capacity—they wanted the entire supply chain to be constructed and the airline was just one provider of 10–20 others in that chain.
Missing the mark: The first product mistakingly sought to add value to the supply side (carriers), and therefore failed to drive demand.
Missing the mark: The first product mistakingly sought to add value to the supply side (carriers), and therefore failed to drive demand.
UI PREVIEW
By using AI to compose freight workflows and blockchain logic to orchestrate execution, Airblox eliminates excess margins and opacity—reducing shipper costs by 18–40%.
By using AI to compose freight workflows and blockchain logic to orchestrate execution, Airblox eliminates excess margins and opacity—reducing shipper costs by 18–40%.
The system removes excess costs in three ways: 15% through automated forwarder coordination, 2–4% by eliminating information-arbitrage middlemen, and 1–21% through crowdsourced volume consolidation. To enforce transparency, vendors are incentivized with instant sales as their services are invoked through the ledger, creating a built-in network effect where transparency becomes the cost of doing business.
The system removes excess costs in three ways: 15% through automated forwarder coordination, 2–4% by eliminating information-arbitrage middlemen, and 1–21% through crowdsourced volume consolidation. To enforce transparency, vendors are incentivized with instant sales as their services are invoked through the ledger, creating a built-in network effect where transparency becomes the cost of doing business.
Minimalist dashboard provides high-level visibility into current active shipments, and drives users into the booking flow. A sonner is used to notify users of ingested shipment requests the system has pulled from their emails or texts.
Minimalist dashboard provides high-level visibility into current active shipments, and drives users into the booking flow. A sonner is used to notify users of ingested shipment requests the system has pulled from their emails or texts.
An AI-powered conversation UI guides booking requests to 100% completion. Then our GenAI and ranking algorithm compose the service chain and suggests packages. In a single click, the OXP smart-contract protocol is executed and the transation is minted into the blockchain ledger.
An AI-powered conversation UI guides booking requests to 100% completion. Then our GenAI and ranking algorithm compose the service chain and suggests packages. In a single click, the OXP smart-contract protocol is executed and the transation is minted into the blockchain ledger.
THE SOLUTION
After nearly a year of user research and trial and error, my team and I innovated and filed a patent for the OXP ecosystem. With OXP, the service chain is: composed by AI, orchestrated by the OXP smart contract rules, and tracked by a proprietary IoT device that transmits milestone data to the OXP ledger. OXP is a check-mate play to the industry, automating and eliminating the Freight Forwarder role altogether, while inverting the market dynamics back in favor of shippers.
After nearly a year of user research and trial and error, my team and I innovated and filed a patent for the OXP ecosystem. With OXP, the service chain is: composed by AI, orchestrated by the OXP smart contract rules, and tracked by a proprietary IoT device that transmits milestone data to the OXP ledger. OXP is a check-mate play to the industry, automating and eliminating the Freight Forwarder role altogether, while inverting the market dynamics back in favor of shippers.
HOW IT WORKS
OXP fuses GenAI, blockchain, and IoT to automate the supply chain with AI and smart-contract logic.
OXP fuses GenAI, blockchain, and IoT to automate the supply chain with AI and smart-contract logic.
Source ingestion
Source ingestion
To begin, Airblox ingests booking requests from any source → AI maps the request to a semantic shipment schema → finally, our AI agent identifies missing fields based on shipment context and asks follow up questions to guide the search to 100% completion.
To begin, Airblox ingests booking requests from any source → AI maps the request to a semantic shipment schema → finally, our AI agent identifies missing fields based on shipment context and asks follow up questions to guide the search to 100% completion.
Requests can arrive through email, spreadsheets, or WhatsApp. Airblox extracts shipment meaning, structures it into operational fields, and guides the user toward a complete, searchable booking request.
Requests can arrive through email, spreadsheets, or WhatsApp. Airblox extracts shipment meaning, structures it into operational fields, and guides the user toward a complete, searchable booking request.
We use AI to illustrate our thinking and hang artifacts on the wall of the office.
GenAI
Once the shipment request is complete, Airblox composes the optimal service chain with GenAI and suggests top packages, i.e. fastest, cheapest
Once the shipment request is complete, Airblox composes the optimal service chain with GenAI and suggests top packages, i.e. fastest, cheapest
The backend ranks available provider packages using pricing, route, service coverage, transit time, and shipment constraints. GenAI then synthesizes those ranked options into clear package recommendations the user can compare and confirm.
The backend ranks available provider packages using pricing, route, service coverage, transit time, and shipment constraints. GenAI then synthesizes those ranked options into clear package recommendations the user can compare and confirm.
Blockchain
Unlike traditional crypto which tokenizes ownership, OXP is an entirely novel smart contract protocol that tokenizes outcomes and orchestrates the service chain for a shipment.
Unlike traditional crypto which tokenizes ownership, OXP is an entirely novel smart contract protocol that tokenizes outcomes and orchestrates the service chain for a shipment.
Until now, most crypto tokenization has been framed around two dominant primitives: fungible value through ERC-20 and unique ownership through ERC-721. OXP introduces a third primitive: executable service outcomes.
By tokenizing completion itself, OXP enables a trustless system to govern supply chain orchestration through smart-contract rules, fallback logic, and verified milestones—making operational transparency the cost of doing business.
Until now, most crypto tokenization has been framed around two dominant primitives: fungible value through ERC-20 and unique ownership through ERC-721. OXP introduces a third primitive: executable service outcomes.
By tokenizing completion itself, OXP enables a trustless system to govern supply chain orchestration through smart-contract rules, fallback logic, and verified milestones—making operational transparency the cost of doing business.
OXP-1: Outcome Execution Protocol
Unlike ERC-20 and ERC-721, OXP tokenizes service outcomes.
OXP says: “This service was completed.”
OXP-1: Outcome Execution Protocol
Unlike ERC-20 and ERC-721, OXP tokenizes service outcomes.
OXP says: “This service was completed.”
ERC-20: Fungible Tokens
Best understood as cryptocurrency-style units.
ERC-20 says "You own x-many units of this fungible token."
ERC-20: Fungible Tokens
Best understood as cryptocurrency-style units.
ERC-20 says "You own x-many units of this fungible token."
ERC-721: Non-fungible tokens (NFTs)
Defines unique digital assets and ownership records.
ERC-721 says: “You own this unique thing.”
ERC-721: Non-fungible tokens (NFTs)
Defines unique digital assets and ownership records.
ERC-721 says: “You own this unique thing.”
IoT Device
IoT tracking device transmits real-time tracking data into the OXP ledger—funds are held in a yield-bearing escrow account and payment is released to service providers upon successful milestone completion.
IoT tracking device transmits real-time tracking data into the OXP ledger—funds are held in a yield-bearing escrow account and payment is released to service providers upon successful milestone completion.
UX ARCHITECTURE
User flow
Service blueprint
OOUX object map
The user flow illustrates the end-to-end OXP model
The flow begins with the user’s search intent, which is filtered through the data model, then routed through a composable vendor layer (A–I) to escrow release on milestone completion.
UX ARCHITECTURE
User flow
Service blueprint
OOUX object map
The user flow illustrates the end-to-end OXP model
The flow begins with the user’s search intent, which is filtered through the data model, then routed through a composable vendor layer (A–I) to escrow release on milestone completion.
FINAL DESIGN
To bring it all to life, I focused on creating the core booking experience for Shippers. I designed an AI-powered conversational UI to solve for the natural language problem, and provided in-app communication and data ingestion from emails and texts to solve for the change management issue around legacy communication methods. Airblox effectively becomes a bespoke CRM inbox, purpose built for air freight.
To bring it all to life, I focused on creating the core booking experience for Shippers. I designed an AI-powered conversational UI to solve for the natural language problem, and provided in-app communication and data ingestion from emails and texts to solve for the change management issue around legacy communication methods. Airblox effectively becomes a bespoke CRM inbox, purpose built for air freight.
Onboarding
Because the original product struggled with retention, we placed heavy emphasis on the starter experience as a trust-rebuilding moment. The LLM-guided onboarding flow was designed to overcome negative brand perception quickly, helping new users understand Airblox’s value by making the flow itself the “aha” moment.
Amplitude events were added across the onboarding flow to track conversion rates, drop-off points, and moments of friction as users moved through the starter experience.
Onboarding
Because the original product struggled with retention, we placed heavy emphasis on the starter experience as a trust-rebuilding moment. The LLM-guided onboarding flow was designed to overcome negative brand perception quickly, helping new users understand Airblox’s value by making the flow itself the “aha” moment.
Amplitude events were added across the onboarding flow to track conversion rates, drop-off points, and moments of friction as users moved through the starter experience.
Dashboard
A personalized dashboard provides high-level visibility into current active shipments, and drives users into the booking flow. Newly ingested requests appear in a sonner.
On the booking dashboard, a sonner molecule is used to itemize incoming requests.
Dashboard
A personalized dashboard provides high-level visibility into current active shipments, and drives users into the booking flow. Newly ingested requests appear in a sonner.
On the booking dashboard, a sonner molecule is used to itemize incoming requests.
Request inbox
Airblox's inbox aggregates communications from emails, text messages, WhatsApp, and WeChat into booking threads—turning scattered email threads, spreadsheets, and texts, into a dedicated CRM-lite workspace where quotes, documents, bids, and conversations stay attached to the booking request.
The inbox aggregates incoming bids from carriers and facilitates in-app communication via phone and direct messaging. Instead of forcing carriers to adopt our system, the
Request inbox
Airblox's inbox aggregates communications from emails, text messages, WhatsApp, and WeChat into booking threads—turning scattered email threads, spreadsheets, and texts, into a dedicated CRM-lite workspace where quotes, documents, bids, and conversations stay attached to the booking request.
The inbox aggregates incoming bids from carriers and facilitates in-app communication via phone and direct messaging. Instead of forcing carriers to adopt our system, the
Communication
To solve for rich searches, I employed a conversational UI to let users search with NL instead of rigid forms. Airblox AI then maps the wording to a semantic schema and guides the request to completion. AI mode can be toggled off to invoke team members in the chat, all attached to the shipment thread.
Right panel reflects search progress and itemizes key details and request status. The LLM employs common GUI elements such as selectors to improve interaction costs. Note that spreadsheets are automatically ingested via email when entering from the inbox or sonner.
Communication
To solve for rich searches, I employed a conversational UI to let users search with NL instead of rigid forms. Airblox AI then maps the wording to a semantic schema and guides the request to completion. AI mode can be toggled off to invoke team members in the chat, all attached to the shipment thread.
Right panel reflects search progress and itemizes key details and request status. The LLM employs common GUI elements such as selectors to improve interaction costs. Note that spreadsheets are automatically ingested via email when entering from the inbox or sonner.
AI Composition
Once the booking request is ready, Airblox AI works with the OXP ranking algorithm to compose the optimal service chain and suggest bookable packages. With one click, the selected package executes the OXP smart-contract protocol and mints the transaction to the blockchain ledger.
Notable highlights: 1) Two-click interaction cost to confirm the booking. 2) Confirm Booking CTA executes the smart contract OXP-1. 3) Preferred payment method is saved on file. Individual vendor nodes can be edited by clicking on the service chain component.
AI Composition
Once the booking request is ready, Airblox AI works with the OXP ranking algorithm to compose the optimal service chain and suggest bookable packages. With one click, the selected package executes the OXP smart-contract protocol and mints the transaction to the blockchain ledger.
Notable highlights: 1) Two-click interaction cost to confirm the booking. 2) Confirm Booking CTA executes the smart contract OXP-1. 3) Preferred payment method is saved on file. Individual vendor nodes can be edited by clicking on the service chain component.
RESULTS
During my time with Airblox, the company grew rapidly—reaching $23M ARR in 2025, projecting $43M in 2026, signing MOUs with China’s largest eCommerce players, and raising $4M in Series-A funding.
During my time with Airblox, the company grew rapidly—reaching $23M ARR in 2025, projecting $43M in 2026, signing MOUs with China’s largest eCommerce players, and raising $4M in Series-A funding.
$
M+
Raised in Series-A funding
$
M+
Raised in Series-A funding
$
M+
ARR reached in 2025
$
M+
ARR reached in 2025
Strategic MOUs signed
Strategic MOUs signed
s
Investor pitches supported
s
Investor pitches supported
OUR PARTNERS
MOUs and partner conversations supported by the product vision
MOUs and partner conversations supported by the product vision
