1. Substitute writing code with a visual editor. This is, essentially, what Screenster does.
2. Make scripting abstract enough to a point where it starts to resemble plain English. That's, in a nutshell, the approach of Cucumber.
Each of the two has its pros and cons. In my opinion, the key strength of tools like Screenster in this context is how they address visual/css regression testing (specifically, things like text or image formatting issues, layout issues and other things that typically get broken by CSS updates): http://screenster.io/a-better-way-to-do-visual-regression-te...
For this reason, much prefer test-libraries that read more like BDD cases without actually trying to invent a new DSL for me to maintain on top.
If that's an acceptable tradeoff for having anyone be able to create new test cases though, it would probably be okay.