Trying to answer here for him: I ran into troubles with the third field added - the demo didn't react anymore, I couldn't type in the field name. Also I agree that it should be a bit less restrictive. For example it only accepts the step when I actually type in "Customer". I'd prefer arrows and a fixed help box instead of the overlays - as it is at one time had to look around where it wants me to go next.
A few more things:
- It was hard for me to get into design mode again after having tried the form view. I'd make that more prominent. Right now I think it's only in the context menu for the entities, not for the whole db however.
- I see forms, but do you have (dynamic) list views as well? How do I format / generate them?
- Try to get rid of all the "leave this page" browser warnings.
- paragraph text fields behave very odd in Chrome (graphical issues after resizing, I think it also cut some pasted text). I also think rich text capability might be critical there, but I can understand that you wanted to avoid that beast at first.
In general I like the approach - I think it's a very valid business idea to try to give benefits to all those businesses with Excel 'workflow applications'. The ability to do multiuser editing might be a big enough benefit alone to get some customers - maybe you could accentuate more on that. IMO however the UX from the developer end needs a lot of streamlining.