From the first look of it, I can completely understand it. On default, the recommended item section is just like it is now, though you can customize it from the PvP.net client aswell as the Builds section now have 10 items. The left panel will have icons with names.
So it gives the option that for a player that knows the game better to customize the shop to their likings, while still keeping it simple for newer players.
The second picture would probably be more confusing, since it doesn't have any indication on where you should start. Though I've thought of instead it could have "Early", "Mid" and "Late" categories with different options to items.
Glad you liked it!