Evaluation of a Solar Map : Investing in Household PV from a Prosumer Standpoint

Abstract: Investment in solar power is increasing in Sweden and especially the smaller installation below 20 kW which is typical for villa roofs. Potential prosumer can use a solar map, an interactive online tool, to investigate the solar potential of their roof based on a geographical data. A study analyzing several solar concludes that the results vary greatly depending on the tool and assumptions made by the provider. This thesis aims to determine the most effective online communication techniques for communicating the cost and benefit of solar PV to potential prosumers. The overall aim of effective communication is based on utility, framing, and trust. To achieve the aim semi-structured interviews and a technical verification of a solar map in Karlstad. The website of Karlstads Energi operates by asking theuser to mark their roof area and enter their yearly electricity consumption. The ability to effectively convey information that is useful, attractive, and trustworthy is based on the user. There is not one perfect design that will work for all users as the users have different knowledge and interests going in which varies the utility. The framing that is the most favorable is using the yearly production in kWh described as a financial investment focusing on savings from the system together with environmental aspects. Users base the trust of the results on more than the figures. Previous brand recognition as well as opinions from previous users weigh in when evaluating the results before decision making.