The fundamental issue with consumer crypto today is lack of consumers. 

Consumers need interesting or entertaining content to stick around.

Sign ups are irrelevant if you can’t retain them.

Everything else is a marginal improvement at best.

I think one of the limiting factors is that the whole industry looks abstract to consumers. People are getting lazier, they don't want to learn new terms or new processes. Would prefer their plain old password to seed phrases and so on. Modelling products after what they are used to might improve chances of retention.