To create a new action, tap the edit button (looks like a pencil) in the top right of the main view. From here you can delete any actions you don't need and create new ones.
Look for a blank tile, which is indicated with a big + in the center, and tap it. This opens into the Action Composer. For speed dial, you want to tap on Phone, for bookmarks, Safari, and so on. You can also scroll down and look for other installed apps. Keep in mind not every app you have installed will be supported. Read more about that here: Supported Apps
Apps that have actions will have a > at the end of the row. Apps that don't are only available to launch without actions. For apps that do have actions, you will be guided through customizing the action to suit your needs.