Urgot: How he could look
Dear Riot, We need to talk about Urgot. I'm going to preface the rest of this with the following statement. I love Urgot, he is, without a doubt, my second favourite champion in League (following only Jax -may his lamp post shine perpetually-). Ok, as you said yourselves, Urgot has a bit of an identity crisis which, I believe, mostly stems from the apparent discrepancy between his ult and the rest of his kit. I, like the rest of you at Rito, would like to see this change.
I have a a few suggestions for you, and some of them are a bit radical. His somewhat unexciting armour debuff passive, could be altered into a stack mechanic, which increases the armour debuff (to a cap) with each hit. These stacks would then slowly decay over time and force Urgot to either invest mana in poking his lane companion, or last hitting, but rendering him unable to fully commit to both (as that would just be broken).
Ok, fun suggestions! Make his R key a transformation, somewhat similar to Nidalee's cougar form. He has his ranged form (the abilities basically standing as they are) and a melee form with similar, yet different abilities. His melee form would also give him some stat adjustments (faster move speed, brief increase in attack speed, possibly a bleed added to his auto's (you could really get creative here)). As a melee character, I think his W could stand as it is, but his E would become an AOE around him (either on his location when cast, or as a cloud that envelops him and moves with him) his Q would also need to change, but possible just into something similiar, a shorter range, wider missle, or a fairly spamable version of Fioras W (that wide, thrust style (without Fioras cool effects, of course)). Pre-level 6, Urgot would be able to switch freely between his melee, scary 'chase you down Freddie Kruger style,' form and his ranged, high-tech weapons platform, identity. Upon reaching level 6, Urgots ult changes, allowing for a second cast straight after entering melee form. The second cast, of course, is his traditional ult. He would then be in a much better position to make plays and wreak havoc from within, without being confused deep down.
The other way that this could look, is Urgot pre-6 being very similar to how he is now. His ult, however, would switch him with the target, and also transform Urgot for 30 seconds (or something similar) into his melee mode, after which he reverts back to the weapons platform. You ould be able to re-cast his ult while in melee form to change straight back to his ranged form.
I think the transformation idea is a good bridge between his identities, and while it has huge effects on his game play and makes him a much more viable pick, it also massively increases his versatility. Urgot would be able to play as a bruiser or glass cannon, or a hybrid of both, and thus become more flexible, A potential top laner, jungler or even ADC/Marksman (Maybe, ok probably not but hey, one can dream).
Anyway, TLDR: Rito, make Urgot a transform champ plz