To start: This is another “look at FFXIV and steal ideas from them” post. But I think many people have some wrong ideas about FFXIV and think it’s some wildly different game when it’s not. And, on some level, a lot of the differences in terms of content are designed around the fact that FFXIV is a story-driven game first and an MMO second. Still, I think there are some things to be taken here with the story focus that WoW is trying to do heading forward.
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Dungeons should have two versions, a “normal” story mode, which is done while leveling and used as the “capstone” of a zone or smaller storyline, and a “hard mode” which is a mechanically different dungeon using the same assets designed for endgame that is made with M+ in mind. I think they should use the same assets or at least most of the same assets would negate some of the development stress it might cause, but it would be easier for Blizzard to not have to try and make these big expansive dungeons with many different mechanics (looking at you, basically every new dungeon in TWW) also work within a time limit.
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Raids should have fewer difficulties overall. Normal and LFR should be merged into one difficulty, with the difficulty of normal but queued through the normal LFR interface that is scaled for 10-25 people. A lot of the issue with LFR right now is people slack off because it’s “too easy” and they ignore mechanics and throw good pulls because they think they don’t have to do anything. The major issue here would be once again, guilds should be able to do master looter if they choose to do that, or have some way to queue without automatically finding additional players (say if you just want to run as 10 players or go back after the expansion ends to solo it) but as I don’t understand how the code works, that may not be possible.
In addition to merging LFR and Normal, Heroic should be the hardest difficulty available, maybe with Ulduar-esque hard modes for an extra level of challenge for those who enjoy it. Having three different full difficulties of the same raid is mildly silly and (in my opinion) the Race to World First would be significantly more fun to watch if the raiders were doing the same raid we were doing rather than something that >5% of players will ever see.
Next point, between each major patch we should get a new “story raid”. An easier queueable raid that is a side story of some importance in the WoW universe, but isn’t related to the main plot of the expansion. (in this example I’ll steal 1:1 from FFXIV, each expansion has 5 major patches, with new “heroic raids” dropping on the “0, 2, 4” patches and new “story raids” dropping on patches “1, 3, 5”.) The “story raids” here as an example could be like the Goblin raid people think is coming in 11.1, or more Caverns of Time raids, or setting up future expansion stories, or… wrapping up past expansion stories that were left unfinished due to budget reasons. These would be easier raids made for the general public that are primarily to drive the narrative forward.
Finally, on the topic of ffxiv “ultimate” content and trials - These are really good. If they don’t want to separate normal dungeons and heroic/M+ dungeons, trials would just be single boss fights that are used for big story moments. No adds, the story for the trial is largely leading up to the fight and a cutscene before/after, the fight itself would just be beating up a large monster with some cool mechanics and a neat theme song.
Ultimates are a neat thing, though, that probably would never be taken seriously as a concept by Blizzard, are really hard instances that are self-contained, usually a rush of 3-5 bosses, but aren’t entirely new. These are small collections of notable bosses that are directly related and are pumped up to the hardest possible content available, and are kept at a similar power level over time because they cap your effective IL to an equivalent of that Ultimate’s current tier (so say they released an Ultimate raid during Shadowlands, that was an update of Molten Core, “Ultimate Molten Core” would be a 3 boss raid that you could only do with stats equivalent to the Shadowlands raids. These wouldn’t be for top tier gear, the rewards for these would be cosmetic items with unique models to show off that go “yeah, I did this cool content”.
TL;DR: PvE content is getting better with each expansion that comes out in WoW, but it could be better. Looking at and mimicking FFXIV’s style of content would help WoW course correct itself if it is interested in making its story a priority. Obviously, it’s not possible for Blizzard to very suddenly shift their content creation pipeline to make it exactly like FFXIV’s, but any steps we can take towards that could help.