Urf Needs individual champ balancing to the same scale as Aram.
So, in urf we have a very vibrant selection of champions and their no cooldownness can be so much fun. But some of these champions heavily outshine others (Jax, for example, has always been a monster.) You get to a point where you very rarely have a fun time against some of these champs, and some underperform very heavily.
https://www.metasrc.com/arurf/tierlist
For this I'll use this websites tierlist, which may be correct or incorrect based on individual opinions and personal flavor. But we can see in the "God" Tier rating there is some pretty insane contenders up there. With insane winrates.
While at the bottom of the list we have another issue entirely.
Riot could very easily do a flat dmg nerf to the champs at the top, and a dmg buff or (main stats buff, for those that are primarily tanks give them dmg reduction etc.)
Just adjust the dials across the board to bring them all in line and allow urf to be the chaos its supposed to be by all champs being viable. :>
I'm sure some will hate this idea cause it means some "op" champs they like being nerfed into the ground, but It overall would be healthier for the game mode.