Why not just use the browser version? In Chrome if you use the 'Install' option you get a desktop shortcut with the right icon, no address bar, automatic updates handled for you, and still access to folder projects etc. (using experimental features; should be available by default by the end of the year).
The install process is virtually identical to the old one. You now just unzip two downloads instead of one. That's pretty much it. Since the NW.js download comes directly from their own website now, you can install any version, including new NW.js versions as soon as they are released, try nightly releases, use it on different platforms, etc. That was the intent behind the change.