It is impossible to overstate user-friendliness. Most intelligent people in the crypto-space literally can't see what that means for the average user. And to the extent that they think they can see what user-friendliness means, it just makes the problem that much more pernicious as they think they know what they don't.
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So, what are your thoughts on improving usability?
My thoughts are: Don't listen to me, hire a professional. Interaction-design is one of the most essential components of viral success, yet because it seems like a soft science people think they know what they don't.
TBH, I think it's a matter where you've got to have both. The professional can shape good UX guidelines, but the people who really matter in the end are the community members.