cr, I went back and checked those 5 games. Here's my take:
Game 1: Heffernan (this guy really should be named Doug, by the way) starts at SF (natural SG) and has 65 ATH, 71 SPD, 24 LP, 79 PE, 65 BH, A- IQ. He's matched (on the road) against a press +1, with his defender only 57 ATH, 53 SPD, a very poor 37 DEF, and A- IQ. From the box score and PBP, it looks like you had Heffernan set to at least +1 on 3s (maybe even +2), since of 9 shots, 7 were 3s, and 1 of the 2s was a steal and layup. So 7 of 8 set offense shots were 3s. My translation, he was matched against a slow and poor defender, who he could've driven around, but he relied on jump shots, never forcing the foul. Not that this tactic didn't work here: he went 4-7 from 3.
Game 2: He goes against a -2 man, with his defender 77 ATH, 54 SPD, 99 DEF, A- IQ, 74 ST (slowdown). This situation is a little less set to produce fouls, but with the 17 SPD advantage, he might be able to get past his many here and there. He goes 5-8 from 3 and 2-3 on jumpers just inside the 3. Again, I'm guessing a +1 3 setting, with his skill set never allowing a drive. Maybe a 0 setting would've gotten him to drive once or twice, but again I can't argue with those results: 19 pts and 1 TO from only 11 shots.
Game 3: At home against a 2-3 zone (-2) with decent defenders (75, 46, 73, 99, 94) and good SPD/ATH. Heffernan shoots 1-9, all from 3. I'm guessing maybe a +2 setting.
Game 4: On the road against a balanced (0) man, with his defender 99 ATH, 75 SPD, 99 DEF, A IQ. A tough matchup for Heffernan. Of his 12 shots, 10 are 3s, committing 5 TOs. I don't think either of the 2 other shots were drives to the basket. Urbina and Moylan, matched against significantly poorer defenders, attempt only 8 shots (including 1 trip to the line) between them. Heffernan maybe set to +1.
Game 5: Moves to natural SG, on the road against a +2 press and a defender with 49 ATH, 83 SPD, 63 DEF and only C IQ. He shoots 2 3s and 4 jumpers against the faster (less athletic) defender, hitting only 1 of each, with 3 TOs. Entire team plays poorly, maybe a victim of random-game-effecting-number.
Summary: This is all my opinion. I think Heffernan is a bit handicapped by his skill set combination. He lacks SPD and BH for SG, and doesn't have exceptional ATH to help mitigate this deficiency. He has done well shooting at the SF spot. I think he should've gotten less looks in the offense compared to some better options, especially in some particular games, where better matchups were available. But overall, except for lack of FTs, I think his offensive performance has helped more than hurt. Nevertheless, I think if I were coaching, I would drop his distribution, and against the press, I'd drop his 3 setting to at least 0, and maybe -1 (depending on the SPD/ATH of his defender). I think SF is a good spot for him (although Moylan might work better in some situations), but I would try to get his LP as high as possible (I noticed it dropped 1 point). Every point here gives him a better chance of successful post up at the SF. Again, just my opinion, and good luck.