How does that fish keep up his spirits in times like these? (theworstkeptsecret.com)

New York-based Bitly is determined to establish itself as more than just a link shortening device and today unveiled a redesign to position itself as a bookmarking tool. Unfortunately, it’s been a terrible flop so far, at least according to the reactions on Twitter. Some were intrigued by the souped-up analytics and sharing mechanisms, but people who were used to navigating over to Bitly for a split second just to shorten a link were annoyed by the unnecessary changes. Even Roger Ebert was pissed! See for yourself.

Jessica Roy is a reporter for Betabeat and the New York Observer. Follow Jessica on Twitter or via RSS. jroy@observer.com