Listening to the community is a great start. However since it can be difficult and time consuming to parse the constructive feedback from the trolling, I have taken a sampling of feedback from a recent thread (Give 1 Reason why BfA is your Least Favorite Expansion) and summarized the community impressions by rank:
(Source: .us.forums.blizzard.com/en/wow/t/give-1-reason-why-bfa-is-your-least-favorite-expansion/59605)
PRIMARY CONCERNS:
Class Design (ability pruning, loss of legendaries w/no replacement, lack of class flavor, some classes still not even viable, boring Azurite system, GCD, gold cost to respec, etc.)
111111111111111111111111111111111111111111111111Story Design (lazy faction war focus, abandonment of classic lore, simplistic “good vs. evil” theme, ham fisted ‘horde is evil faction,’ Sylvanas character depth destroyed, marketing to aggression, etc.)
1111111111111111111111111111Timegating causing boredom & frustration (especially on allied races and flying), emphasis on rep grinds, tedium, etc.
111111111111111111111111111Overemphasis on RNG grind for progression (lack of unique tier/class gear for raids, feels lazy, etc.)
11111111111111111111Not up to Blizzard quality standards (many bugs, push to mobile fad, copy/paste previous iterations with no innovation, Actiblizzard chasing finance metrics over customer satisfaction, etc.)
1111111111111
RUNNER-UP CONCERNS:
Negativity of forums and youtube/Twitch content creators, lack of constructive feedback, group think, etc.
11111111Lack of xmogs/class gear appearance diversity (all plate looks the same, etc.)
11111111Islands/Warfronts boring/badly implemented
111111Professions (high mat cost, BoP crafted items, etc.)
111111No PVP gear/vendors
1111Mythic+ focus (overtuned, lack of reward, takes focus away from other areas most want)
1111World quests not rewarding
111Marked the end of Legion
111Warmode (especially locking previous class flavor spells behind PVP)
11Mission table not rewarding (mainly not enough gold)
11Forced to play according to someone else’ idea of why WoW was popular
11Allied races feel rushed, lack attention to detail, lorebreaking (no high elves, etc.)
11Forced to run dungeons for quest/profession progression
1Friends all quit, server empty
1Level scaling diminishing sense of progression
1
Obviously some of these feed into each other but I feel this is an accurate summation of the opinions and reasoning expressed by the community.
Taking this as a guide, I personally feel the most important things Blizzard could do to turn this around would be:
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Add back pruned legendary abilities, class flavor, and spells locked behind PVP to a Heart of Azeroth system that combines the best of old talent trees and the legendary progression system. Remove gold cost for gear respecs. Reconsider some of the GCD changes. Make finally getting the many classes/specs you postponed working on to an actually viable and FUN state a top priority.
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Drop the focus on simplistic faction war story and hire some actually talented writers, or let the ones you have actually write according to the WoW lore instead of pandering to some dark age ‘good vs. evil’ aggression metric you think will sell more tokens. Stop trying to marginalize the RPG aspect of the game (which is why it achieved great success in the first place) to pander to vocal PVP minorities, diminishing both aspects of the game in the process. Stop ruining great characters (Sylvanas, etc.) for the sake of a shallow faction war focus.
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Stop letting Activision finance metrics dictate your game design. Clearly these cookie cutter business metrics are completely out of touch with the reality of the majority of paying customers. One size does NOT fit all.
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Do the previous and the need to emphasis frustrating gimmicks like RNG and time gating to shore up lack of content won’t be such a problem, because having an actual story beyond a lobotomized faction war will flesh out all of the other systems with a sense of meaning that makes doing the content more worthwhile from the player perspective.
The last 4 are just my personal opinion on how to improve the indicated problem areas. What do you think?