Rabbit Rewards
- UX UI Design
“Vimi’s team collaborates effectively with our in-house team to deliver and enhance our core platforms and apps. We are seeing quantifiable ROI across the board.”
Eddie Lui, Managing Director, Rabbit Rewards
Introduction
The Rabbit card is a contactless stored-value card used on Bangkok’s BTS Skytrain and at thousands of participating retail partners. It is issued by BSSC Ltd. in partnership with BTS, under the supervision of the Bank of Thailand. Rabbit Rewards is the loyalty programme associated with the card, providing members with discounts, promotions, partner offers, and cashless redemption across a wide retail network.
Target Audiences
Rabbit Rewards serves urban commuters in Bangkok. The largest single segment is working women aged 25–45 who use the BTS network as part of their daily commute. The programme is positioned to help this audience reduce their commuting and retail costs while accumulating value across partner vendors.
Unique Value Proposition
Rabbit Rewards is the only loyalty programme offering member-only pricing for BTS Skytrain travel, which makes enrolment commercially meaningful for daily commuters beyond the appeal of standard retail rewards.
The Project — Scope of Work
VIMI served as a partner vendor to Rabbit Rewards for several years, with continuing responsibility for conceptualizing, building, and maintaining components of the programme’s digital infrastructure. Under this engagement, VIMI was asked to redesign the Rabbit Rewards mobile application and website to align with the organization’s updated business strategy and marketing plan. VIMI delivered:
- UX research and interface design across the member-facing application and marketing website.
- Development, deployment, and integration of the redesigned platforms.
- Ongoing maintenance and enhancement of key platform components under a retainer arrangement.
The Outcome
After the redesigned platforms were introduced, Rabbit Rewards reported continued growth in active membership and improved customer feedback on the application experience.
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