I like that it's multi-touch capable so you can use your finger as well, which makes for much more fluid user experience than with other products out there at this price point (and also gives me something else in my hand when using an iPad mini!). It seems pretty easy to navigate once you get used to how things work; however, they could do better by providing additional help/tutorials online or via app store download if needed. The biggest problem we're facing right now are getting people interested enough about our brand messages to actually interact while shopping! We want them engaged - but not too involved because of time constraints etc. This helps us achieve just that!