A common reason for being part of a small group is to solve a problem. But even with such a direct task, groups still need leaders to provide structure to the process. To lead a group in problem solving, you need to fully understand the problem and thoughtfully consider all possible solutions.
Checking in at most airports can be a frustrating process, consisting of long lines, impatient travelers, and overworked counter attendants. In an effort to make its passenger experience more pleasant, Alaska Airlines set out to correct these problems. The company assembled a group tasked with making the check-in process more efficient. With that goal in mind, the team started by researching customer lines and check-in procedures in other settings, such as theme parks and retail stores (Demerjian, 2008). They noticed that in the most efficient check-in settings, self-service kiosks eliminated long wait lines, while employees stood at key locations to direct customers and answer questions. Drawing on these insights, team members brainstormed ideas for redesigning passenger ticketing and bag check-in areas using clusters of self-service kiosks.
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When the team tested its design at Ted Stevens Anchorage International Airport, it cut customer wait time in half (Valdes, 2007). Encouraged by this success, the team tried out the same design at the much busier Seattle-Tacoma International Airport. Once again, the design worked. At Seattle-Tacoma, check-in took only about 8 minutes—far less than the 25–30 minutes it was taking at other airlines (Demerjian, 2008). The team’s efforts changed the standard for millions of airline passengers. Now, it is common practice for airlines to use self-service kiosks at large airports around the world.
Small groups organize for lots of different purposes, including sharing information, providing support or service to others, and—like the Alaska Airlines team—solving a specific problem. A problem is a gap between a current situation (it can take up to half an hour to check in at an airline) and a desired condition (it shouldn’t take more than 10 minutes to check in). Some problems require only an individual with the right expertise working alone—like a qualified mechanic fixing a car. Other problems are more complex—like how to make the airline check-in process more efficient. Addressing these complex problems requires the collective thought and input of a team. Problem-solving teams generally use two approaches when searching for a solution: structured problem solving and group brainstorming.