My personal experience and opinion is this:
People early into crypto like more raw looking technology. The toast wallet is OK. On some level, the most important thing is being able to send digital assets back and forth safely and easily. (read: don't get hacked, don't lose keys)
Love or hate coinbase, one thing they have done very very well is their user interface. It's "softer" on the eyes. Many of Apples apps to me look like complete garbage, they look like large fonted childrens games and are almost insulting to our intelligence. However, this is what appeal to people. "Think of how dumb the average person is, now think about how half of people are dumber than that".
I think you have to make it as childlike as possible for the masses. We aren't trying to create a niche for tech geeks. we're trying to appeal to everyone here, right?
Coinbase, Abra, and Uphold are three mobile apps I'm familiar with that all have a very very appealing and unintimidating user interface. Toasts wallet works, but it's sorta clunky and raw.