Im running out of days so I think I would post my thoughts on what would have made me stayed.

First and most important: Fix the lag in PvP zones. I did some PvP last night and must say I was pleasantly surprised. Lag was much better and I even had some 1v1 fights instead of beeing zergr***ed. It was such an improvement that for a few seconds I actually thought of re subbing. However this removal of FC did not fix the underlaying code, it just spread out the players. The code must still be improved to allow for many people in one area without enormous lag. (You temporarily cured the worst symptom but the main cause must also be fixed).

Still some class balance issues to look into, I think a system that gives one build 100% chance to win over another build is flawed. Should be 60-40 or 65-35% chance but never 100%. I guess this will be adjusted over time but this needs to be a priority - always. (PvP)

Usefulness for all classes in PvE. Each class must be able to (significantly) contribute to a raidgroup. Since You measure time in trials this is extra important. For speedruns you need the most effective builds period. This is counter to your goal of play how you want, players are forced into cookiecutter builds and equipment. A better system would have been some scoring system that kept track of how efficent different builds are and calculated an averagescore for the raidgroup based on its composition and then measured the results towards that. Time could be one factor in the score evaluation. I know this would be a complex system but it would go better together with the goal of play how you want.

Solo alternative to craiglorn but skip the cadwell quests.
Forcing players to complete the main storyline for the other factions was the worst design idea i saw in a game...ever (well maybe not but still very bad). I understand why you did it (you cheap *** ;P) but it ruins the immension (why the F*** would i like to help my enemies and their kings/queens to complete stuff) and it also ruin the replay value for alts.
Craiglorn is/was/could have been fun but it quickly got down to grinding a boss. Finding groups to do quests is...close to impossible. Also if you missed the main levelling curve you are f**ed, just forget about the quests.

Loot - I understand why crafted goods needs to be the best or crafting would be pretty useless but I would prefer a mix where you could find loot that has potential to be better than crafted goods but you need a good crafter to upgrade those items.
Also I would prefer loot drops of schematics for some items (like with food system) so you can find a lvl 50 crafter that can do some cool stuff that not everyone can do.
I also want an option to set items. As it is now all loot is just for deconstruct (apart from a very few achievment things or mats). For me instead of finding voidsteel sword x just gimme the gold instead and save me the trouble of going to town to sell it or deconstruct.. Why not add a ring that adds some cool particle effect for looks or something fun. It doesnt have to be uber just different. Unfortunately the set item bonuses forces you to use sets. Once you have the 1,5 or 2 sets you need for your build you can stop caring about gold (except for moneysinks), you can forget about loot, forget bout guildshops (why the hell did you implement npcs that guilds can bid on when you dont have variety in loot? everyone offer the same boring stuff anyway and since you allow 5 guilds chanses are atleast 1 of them is a tradeguild and then its much more convinient to just browse guildstore when you do banking anyways).

I want fun loot, I want variety, I want alternatives than just use set items, I want crafters to be able to do different things (the motifs is a way in that direction but now everyone have all motifs anyway). However and this is extremly important - each cool item or blueprint should have the chance to drop both in solo dungeons as in raids or trials or pvp. Soloing should be a viable option.

PvP awards should be class based. It should never be top 10 but rather top 10/class. Some classes are just OP and its not fair to compete against them.

The absolute best would be if there was some way of determin skill instead of "just" time invested. As a person with RL I will never have the chance of becoming emperor or be top 10 when im up against ppl that play 24/7. I know a system like this will be hard to implement and I dont really expect you to do it...but perhaps some 1 day or weekend campaigns where normal ppl actually have the chance to put in almost the same hours in the campaign as the unemployed. I can take a day or maybe a weekend off if I really wanted the shot of becoming emperor or win some nice pvp loot.. I cannot take 30 days off or even 7 days off.

Fix weaponswapping so it is as reliable as any other skill.

Read and try to understand the concept of risk vs reward. I can farm a very rare motif (daedric) that sells for a lot of gold but reloggin within a bank in a vr zone. Or I can find some cool stuff in a chest where the risk is to destroy my lockpick (that i already have like 500 of).. or I can spend some 10h in a trial to get some purple useless item that is for deconstruct only.

There are alot of imbalance issues but most ppl already pointed em out already so I wont go futher into detail about these.

Hurry up on housing <- that would probably also help out with fun loot (for your house)

^^ The above things are stuff that would do I keep my interest in the long run. Once I completed the (awesome) quests and after I had my eyecandy moment (the game is very nice gfx). The skyshard and mages books were brilliant but once you collected em on your main the fun quickly turns into a chore when doing it on your alts.

However I do want to give Zenimax tons of cred for the pace they put out new content. If they just spent some more time getting the pvp code right and fixed the above mentioned stuff this would have been the closest to a wow killer i seen since...well the release of wow

Oh forgot - some small scale PvP options ofcourse like arena different group size.. solo tournament, duo 4v4 8v8 and so on...

So see ya around guys and *BAM* that was the door hitting my arse on the way out after giving away my stuff to the people who wanted it.