I know there are multiple threads on people complaining about end game content right now, but I wanted to write a few of my suggestions on how I think the game could improve. I don't think the end game content in this game is horrible, but it's not where it should be IMO.
1) Dungeon difficulty/rewards. WoW did this right IMO. Give us the option to do "heroic" mode dungeons for better rewards. The rewards could be same dungeon gear but with better gimmicks similar to WoW. (Ex: They can have regular dungeon version gear and then the "upgraded" heroic gear that can be dyeable or add different effects to the gear to differentiate it from the regular version.
2) Create more dungeon gear that people want to grind dungeons for and stop creating recolored old gear or "filler" gear that everyone glamours over. Back in SB, the contest winner gear was so well made that people would grind the hell out of Swallow's Compass to get all the pieces of the Bonewicca set. This is what drives people to want to grind for items. Some of the other entries for the contest were so well done and unique. SE needs to step outside the box. AF gear and PVP is the only gear IMO that steps outside the "box".
3) Breathe life back into open world content with an upgraded Hunt System. Give us some new hunt gear that can be obtained and then upgraded further into dyeable versions. New Mounts/Minions that are unique to whichever nation you belong to. SE has yet to introduce new (or dyeable versions of previous Hunt gear) since Hunts were released back in ARR.
Another option to get more people to participate in hunts is to get rewards from hunts as an alternative to Eureka to dye AF 3 gear. I know this was a way one could dye old AF2 gear. I would grind out hunts everyday if it meant I could dye all my AF3 gear that I dread to attempt in Eureka. There should be more than one way in an MMO to achieve a goal.
4) Create more diverse dungeons where there are different "mechanics" along the way or paths. As much as I hate TotoRak in low level roulette, At least it has de-buffs like leaden, webs that lock you in rooms, different paths to the same boss, orbs you have to collect to summon the bosses and ranged spider sacs you have to kill. New dungeons look very nice but they are very linear and as people grind them to gear up, they become boring/ too easy. All the new dungeons are basically the tank rounding up adds to aoe them down (now that tp is removed) and downing the boss.