It seems patch after patch this just gets ignored. I'm not sure why udyr's phoenix stance is just allowed to be in a horrendous state. They buff tiger stance to actually do shitloads of damage but phoenix stance never gets any love.
You could do so many cool things here. This is a dope opportunity if you're a dev. You could give it a mana scaling or a %hp damage, change the way the flame damage comes in, make the third hits literally set people on fire which spreads to other people, theres so many DIFFERENT THINGS YOU COULD DO.
This ability has been so plain and so uselessly bad for so long since it was nerfed and riot just refuses to touch it for whatever reason.