What sort of problems are those non-technical people trying to solve w/r/t JIRA. I.e., what do they find daunting, how badly does it obstruct their workflow, etc. (I've written a decent amount of JQL but it's hard for me to imagine what a non-technical average user of JIRA would be trying to accomplish.)

Off topic but I've used a lot of ALM's, never Smartbear. A few sentences on how you like it compared to other products would be great!