While I never used it, it sounds like HyperCard actually did achieve both goals: Ease of use for non-technical users, and wysiwyg GUI design + use.

We used to have pretty small, simple languages in the past that were very effective in driving a simple text-based or stock-UI-component interface. These simple languages aren't difficult for people to be introduced to, preferably by accessible examples & demonstrations, and do just enough to be practical for common uses.