Basically, "Favorites" and select the 'Apply Plugin Chain..' (green icon), and select the desired FX, Click 'Add'; repeat for additional FX plugs. Adjust and select 'OK' to process. You can also use the chainer in a modal mode.. I don't think the Normalize process is an available as an assignable plug in though, Many use Wave Hammer or other to maximize levels.
FWIW, I preferred the previous chainer UI in SF Pro 8, 9, 10.