I 100% wrote Urien in Errant to be as loathsome as possible. Some villains are meant to be feared and kind of respected, but Urien I wanted to really make somebody who you just want to punch his smug face. I'd say going from the comments, I was fairly successful. People either really hate Urien, OR they hate that they kind of admire how charismatic and shamelessly confident he is despite being such an awful person. 
Like Dolores Umbridge, Urien is small, everyday banal evil given power. So Umbridge, she evokes the bullying teacher or nurse, who hides her nastiness in soft femininity and concern trolling. Urien I wanted to go more for "crappy narcissistic startup boss", He's all confidence and charming smiles that win people over and they all buy into him and want to follow him, but underneath it all, he's not as smart or as together as he seems, and he can get really nasty as soon as anyone criticises him or even just makes him feel like he's not top dog. Having spent time working for a number of London startups, I've met and even worked for or with a lot of people like this, so my premise was simple "what if somebody like that was given a really powerful magic sword and became king?"
Urien acts like an abusive boyfriend or older brother. He belittles people, gaslights them and worse, he gets away with it because he always sounds so confident that people tend to believe him. I deliberately set up Sarin to be a sympathetic character so that the audience would feel really angry at his terrible treatment of her. The fact that he then gets away with it is such a gut punch- it feels so unfair. I think the main thing that makes Urien work is how petty and rubbish he is, and how unjust it is that because he appears so shiny on the surface, nobody seems to see what the people he abuses or the audience sees, and so he just seems to get away with things. I want the audience to want to see some justice for the people he's hurt. I think most of us can relate to getting antagonised by somebody who never seems to suffer any consequences.
It'd be pretty easy for Urien to feel like a strawman, and it was something I worried about because... yeah, he's a white guy who siezes power and then the first thing he does is to try to kill off an asian girl because she criticised him, and then he tries to gaslight her. He even uses the word "uppity" when talking about her, which I thought would definitely clue people in that he's certainly inspired by a certain type of confident, educated, authoritative white dude who likes to think they're "rational" but as soon as they're threatened or they get a chance, they reveal a nasty mysogynist/racist/homophobic intolerant streak. The fact that he's a blonde upper-class twit who takes over a country called "Britannia" without a mandate and runs it into the ground I also thought "okay, surely somebody's going to see the Boris Johnson parallel here?" But... I think anyone who would be upset by it either hasn't noticed because they're reading the comic without looking for metaphors, isn't immersed enough in British culture to realise or wouldn't read the comic about ladies with swords with the sparkly rainbow ghosts on the cover? 