It would be particularly useful if there was a permission to be able to move icons from one domain to another eg. in our setting, 'hairdresser' would be more appropriate as an activity and it is more intuitive to have 'cream' in the personal care section.
Similarly, it would be useful if we had the ability to disable or 'hide' some of the icons. It would mean less scrolling and would mean the user interface was less cluttered.