eHarmony Gets A Makeover

Online dating and matchmaking site eHarmony is looking to update the company's image, and has gotten a makeover--looking to prove that it's still in the dating game. The Santa Monica-based company said that it has launched a next generation site, which it had codenamed "Malibu", to drive new growth and new members for the service. The new design comes as many in the industry have pointed to a new, competitive era, due to the rise of mobile platforms, tablets, and a move away from the traditional, desktop web experience where eHarmony made its mark.

eHarmony said the next-generation, brand-wide redesign is available across all platforms, and looks to "challenge the notion of what the traditional online dating experience should feel like", according to founder Dr. Neil Clark Warren, in an announcement of the move. Warren recently returned to head up eHarmony as CEO, and the company has been making a concerted push to grow its services. Among other changes made on the site are removal of all third-party advertising, new member profile pages, and a streamlined form for the company's famed personality and matchmaking process.

The new site and features run on desktop, tablets, and the iPhone; the company said an Android app should be available in coming months.