Part of that is because unlike other APL-likes it uses a stack (sort of) and I can't explain exactly how but it made it much easier for me to picture how the data flows from one operation to the next (I have to admit I like concatenative languages a lot so I'm obviously biased here too).
On top of that none of the glyphs are overloaded with monadic and dyadic versions, they're one or the other, which reduces ambiguity a lot when trying to read/write code.
There's lots of other little ergonomic tweaks to it that make it really neat, but those were the big ones for me.
Also worth noting is that it has lots of multimedia support - you can generate pictures, gif animations, sounds. So it's easy to "play" with for fun!