Eharmony – Trying to Help People “Make Better Dating Choices”

Founded in 2000, eharmony has just now made an effort to rebrand itself and now has a new website and app, in an effort so set itself apart from newer dating apps.
The company wants to help people look “beyond the surface” of a user’s profile and differentiates itself in the online dating market as such.

Since its foundation in 2000 eharmony was one of the first online dating sites, counting a total of 33 million members in 17 years and is equally popular compared to other dating sites such as match.com, OkCupid, Tinder and Bumble.

The redesign was thought up by Shaily Savla and user experience design manager Tony Smith, and was completed by its in-house design team.

Since eHarmony utilizes compatibility testing, asking users a series of questions to be able to match people in accordance to their views on a range of issues it differentiates itself from its competitors who are usually out to get people together for short-term flings which is quite common in “swipe-right” dating apps. eHarmony will do its best to help lonely hearts meet “the one” and find long term relationships.

“Make Better Dating Choices”, Users Are Given More Information

There now is a “breakdown” of compatibility scores for different topics on every user’s profile that is visited, to bring more transparency to the customer, to further the willingness to dive deeper into the personality portrayed on each profile, well beyond basic information and initial photos. Also, the mobile site has been polished. It used to be “clunky, restrictive and a painful experience”, says smith. “the way people communicate has evolved. We now have a much more intuitive messaging platform that allows people to choose how to reach out to each other”

“Look Beyond the Surface”

“we want users to have more information to make better dating choices,” says Smith. “This empowers people to look beyond the surface and find out why we see potential between them.”

How often have you contemplated what to send as a first message? The newest feature allows you to choose some questions out of a selection of different ones, which are all supposed to serve as conversation starters. Of course, everyone still has the option to send their own personalized message.

The new branding and website has been released so far. The updated app will be coming in a few months.

Source: designweek.co.uk