Tokyo Girls Collection Jakarta 2025

01. The Challenge

Tokyo Girls Collection (TGC), one of Japan’s largest fashion events, made its debut in Indonesia through a collaboration between Beautynesia and KAO Indonesia. Unlike a conventional event website, the platform needed to evolve alongside the campaign, supporting talent recruitment, audience engagement, event information, and post-event content over several months.

The challenge wasn’t simply delivering a responsive website. It was defining a product strategy that aligned digital experiences with an evolving offline event timeline while coordinating multiple stakeholders and ensuring every release supported both business objectives and campaign milestones.

Talent Recruitment

Selection

Training Camp

Final Show

Event lifecycle timeline

02. My Role

I joined the project as a Product Strategy Consultant, responsible for translating business goals into a structured product roadmap and managing delivery from planning through launch. Working with a lean team of one developer, I collaborated closely with Beautynesia’s marketing, creative, and executive stakeholders to ensure the platform met both user and business needs.

Beyond writing the Product Requirement Document (PRD), I led requirement gathering, prioritized features, coordinated development, reviewed implementation quality, and facilitated User Acceptance Testing (UAT). My role extended beyond design, covering the entire product lifecycle from strategy to production.

Business Goals

Product Strategy

PRD

Development

Launch

My overall responsibility for TGC Jakarta 2025

03. Shaping the Product Strategy

Rather than launching every feature simultaneously, I structured the product roadmap around the actual event timeline. Talent registration was prioritised first, followed by engagement features such as gamification, while event galleries and editorial content were introduced after the final show. This phased approach ensured the platform remained relevant throughout the campaign instead of functioning as a static promotional website.

The strategy extended beyond the initial launch. While the core platform was developed within the first three months, I continued overseeing maintenance until the campaign concluded in December 2025.

04. Designing the Journey

As development progressed, the scope naturally evolved. New requirements emerged as stakeholders identified additional opportunities to support the event, including KAO Life Academy, mission campaigns, receipt uploads, Instagram Story sharing, venue information, and sponsorship content.

Rather than treating these as informal requests, every change was documented, discussed, estimated, and approved before implementation. Maintaining an up-to-date PRD helped align expectations between stakeholders and development while providing a clear record of project decisions throughout delivery.

05. Ensuring Product Quality

Quality assurance was integrated throughout development rather than reserved for the final release. Every completed feature was reviewed against both the design specifications and functional requirements. Issues were documented using annotated screenshots and screen recordings, making it easier for the developer to reproduce and resolve them efficiently.

Despite working with a small team and managing different schedules, maintaining a structured QA process helped ensure each feature met the agreed requirements before progressing to User Acceptance Testing with the client.

[GANTI INI: deskripsi gambar yang informatif] — Documentation including QA Checklist

06. Outcome

The platform launched successfully within the planned three-month timeline and became the official digital platform supporting Tokyo Girls Collection Jakarta 2025. Every feature defined in the original PRD was delivered, including talent registration, gamification, event information, and post-event content.

More than 1,000 users registered through the platform, validating its role in supporting the campaign. Beyond the launch itself, the project demonstrated how thoughtful product planning and close stakeholder collaboration could successfully deliver a digital experience that evolved alongside a large-scale event.

07. Reflection

This project broadened my perspective on product leadership. While interface design remained important, the larger challenge was aligning business priorities, stakeholder expectations, and technical execution throughout a fast-moving project. Success depended as much on communication and decision-making as it did on design.

Looking back, one of the biggest lessons was learning how to manage evolving requirements without compromising delivery. Being flexible didn’t mean accepting every request immediately, it meant creating a transparent process where changes were documented, evaluated, and agreed upon before becoming part of the product. That discipline helped build trust with both the client and the development team while keeping the project on track.

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I’d love to talk through the process, the decisions, and the lessons learned.