The UX idea wasn't bad but the arbitrary grouping and the deep nesting ruined it.
They did not give enough thought to the user workflow and mental process to locate things (i.e. Why inserting and deleting a row had a completely different workflow at the beginning)
What they didn't give a thought too, was that this wasn't a new product and you can't drastically change things like that when you have a large existing user base that rely on your product day in and day out. They functionally broke the product for most of their users; I've never heard anyone in the word place compliment it, it's universally hated. The only people who seem to like it are designers, who frankly tend to come off as clueless to what real users just trying to get a job done actually want.
Much bigger than the traditional menu bar. Enough room to have big meaningful pictures and a text.