That looks cool. I just ordered one so I might be able to help you further in a week or so, whenever it arrives. Meanwhile, their example sketch looks pretty strange to me. They seem to be using SPI "the hard way".
Read this:
I would be doing (in setup):
SPI.begin ();
And then to display stuff:
// enable Slave Select
digitalWrite(SS, LOW); // SS is pin 10
char c;
// send test string
for (const char * p = "Hello world!" ; c = *p; p++)
SPI.transfer (c);
// disable Slave Select
digitalWrite(SS, HIGH);
However, untested until I get my hands on the hardware.