What do people actually want when they talk about “easier to use”?

I have seen this a lot. “Crypto will get more adoption when it’s easier to use”

Well I’m a software developer and started building a wallet app. Plans are to have direct buying via credit card, swaps and bridging directly in app. So if you have a single app that can automatically find your tokens and NFTs on the major networks, let you transfer, swap, bridge and on ramp directly within a single app, then how do you make that easier?

Metamask also does this stuff, but being a browser extension does make it a bit more difficult. Well as difficult as using a computer rather than your phone. So it seems to me that the easy that people want is already here.

So that just leaves me wondering. What else does crypto need to do to make it “easier” and achieve this mythical adoption?