Telly Test
Combining Gaming and TV Viewing to Solve Illiteracy in Brazil
The Telly Test innovation project proposes an enjoyable but workable solution to the ongoing illiteracy problem in Brazil. By combining the established behavior of television watching with mandatory closed captioning and reading comprehension questions, a new learning game is created and incentivized through monetary rewards. Reward money deposited in a mobile bank would cause the consumer population to grow, the learning game would help illiterate people learn to read, and more Brazilians will be able to fill in-demand jobs in the long run.
Secondary Research
Research was conducted to provide inspiration at the start of the project, and later on as a fact-gathering device in order to support opinions or instigate changes to the concept if needed.
Insights and Criteria Definition
Taking insights gained from secondary research, criteria was developed to provide a generalized and encompassing view of problems and opportunities.
Product Design
The Telly Test design was based on research on established behaviors, adopted behaviors, mobile texting, and interactive television education, with respect to possible marketing strategy.
System Design
For the Telly Test project to be successful, numerous systems would have to work together and roles redefined. These include television networks, the government, consumer product companies, electric companies, mobile banks, and mobile phone companies.
Innovation Tactics
Using the book Ten Types of Innovation as a guide, numerous innovation tactics were considered in the areas of the profit model, network, structure, process, product performance, product system, service, channel, and customer engagement.
Cost/Benefit Analysis
The costs and benefits of creating and funding this project in Brazil was analyzed not only from the financial standpoint, but in terms of brand recognition, quality of life, and infrastructure improvement, among other areas.
Business Systems Projection
Two phases were designed for the concept: before the illiterate population becomes a class of educated consumers, and afterwards. The first phase would require more investment by the government and companies, but in the second phase increased disposable income, brand recognition, and higher education would be the return on investment.
Argumentative Writing
A clear, concise, and strategic narrative was formed to present the argument for Telly Test. Using qualitative and quantitative data, the Telly Test system was compared to practices already in existence and presented the need for updated infrastructure, an established mobile network, employment opportunities, financial planning, and basic successful literacy education to improve the future for the citizens of Brazil.