I have a close friend who I introduced to ESO for the first time today with this current Steam sell. Here's their feedback from their first hour or so:

TLDR: Biggest take aways: They loved the wild amount of build possibilities, world design, animations, and general feel of combat. They hated loosing control of their character (See point 1). All the menus and setting pages were a bit overwhelming. My feedback from watching them: increase incentives to try new things (See point 3.1), the very beginning of the tutorial needs a bit more explaining of where you are and what happened, and the "game mechanics" interaction needs a rework.

1. In the tutorial when the game teaches you about Heavy attacks, blocking, ect... they were very frustrated to the point they would have walked away from the game if I hadn't been there; perhaps hyper annoyed would be a better phrase. Their biggest frustration was how most of their light/heavy attacks didn't do any damage, and how they were rooted (Unable to move) until they did whatever the tutorial was trying to get them to understand. It completely skipped roll dodging btw, and only covered blocking, interrupting, and heavy attacking. As a heavy PvPer living life as a roly-poly is a must.

2. When starting, they were very confused about where they were, and what was going on. imo the previous tutorial did a FAR better job introducing someone to the world, and game mechanics. Plus, what happened to the awesome cinematic where you get your soul sacrificed??? That plus the High Isle music was what initially got me hooked on this game. (And being able to, you know, throw fire balls at people)

3. They were very confused with all the different menus. It was a lot for them to take in all at once. Particularly the various settings pages, but they did really like the amount of customization they could do. Later they spent a lot of time going over everything.
3.1 The "A Call to Adventure" Golden Pursuit was very helpful to them, and the Tomes page was an okay follow up. It might be a good idea to add some other things to that new player Golden Pursuit; like using a mundus stone, catch a fish, craft a piece of gear, earn and equip a title, discover two new skill lines (Weapons, crafting, armors, or guilds), mine/gather 5 resource nodes, kill a delve boss, read 5 lore books, equip a mount/increase mount states one time, Morph a skill, ect

4. At times, the number of pop-ups on the screen was... a lot. For example, when you leave the Coldharbor and finish the first quest by talking to the Prophet there's about 40-50 seconds of constant text across the screen.

5. This one surprised me a little. They tended to avoid new quests until they finished whatever one they were on. This resulted in them missing the crafting certifications, Mages guild and Fighter's guild skill lines, and prelude/side quests

6. They chose a Nord Dragonknight for role-play reasons, and they loved the vast skills page. They particularly loved the DK Whip and Dragon Fire breath animations, and were almost bouncing with excitement when they turned them blue.
6.1 They also loved the skill complexity. ie Being able to trigger a special DK whip when hitting an off-balance enemy

7. They wouldn't have known anything about add-ons if I hadn't mentioned it to them. Some things in the game are incredibly hard to do with out them. For example, mages guild books, treasure maps, Skyshards, ect

8. Speaking of Skyshards, they were quite put off when they realized just how many skill points they were going to need in order to have all the skills they were wanting.

9. They were quite happy with the pop-up when they would mouse over things. (Battlegroups and dungeons before level 10, skyshards in the skills menu, ect) They were a little frustrated that they had to turn to Google for most of the collections page. "How do I get this?" was a question they asked a lot.

10. They loved the wild variety of armor sets, but wished that there were three basic sets that you didn't need to grind for. One for basic Tanking, Damage, and Healing. (I disagree with this one, but they made a good argument)

Overall, I think the new player experience was pretty good. Other than the part in the tutorial where the game is teaching you about mechanics it seemed to be a smooth onboarding. They played for a little over an hour, and I hope they'll be around a long time to come.