The UI is very intuitive to use for non-technical users as well! It's great that you can track multiple types of events within one ticket with just 1 click in each case - this saves me time from having to open up several tickets at once if I want different things tracked (eg user flow vs performance issues). We have been able solve many problems by simply using iterative which has allowed us focus more intently towards our goals rather than being distracted about what we're missing out or not doing properly yet etc..