Effects of Platform Design on the Customer Experience in an Online Solar PV Marketplace

Residential solar photovoltaic (PV) customers are increasingly buying PV systems in online marketplaces, where customers can compare multiple quotes from several installers on quote platforms. In this study, we use data from an online marketplace to explore how quote platform design affects customer experiences. We analyze how four design changes affected customer experiences in terms of factors such as prices. We find that three of the four design changes are associated with statistically significant and robust price reductions, even though none of the changes were implemented specifically to reduce prices. The results suggest that even seemingly small platform design changes can affect PV customer experiences in online marketplaces.