A big problem with FFXIV is the engine;

GuildWars 2's base engine/physics is so much better to allow for interesting and fun jumping puzzles and actual races work, amongst more general things to do in the open world. Even just escorting a ox-cart is generally more interesting than the really slow plodding of the FATE system.

Seriously, the Kugane tower puzzle would be child's play with GW2's engine and proper hitboxes...

...Using what we got?

1) A Bestiary; more kills = more info, ultimately unlocking some kinda of glamour/minions.
2) A generic currency linked to FATEs, with some sort of rotation so the various zones see action in turn. Like a week for all Thanalan, then Black Shroud. (Was mentioned before, but something like Karma from GW2)
3) A general expansion of 2.0 zones (or new zones built off 2.0 zones in an upcoming expansion); Alternatively, add actual functional activities to certain zones. Maybe things to do exclusive to certain hubs (kind of like how you go to Quarrymill to do PotD)
4) Competitive NMs with fairly decent/interesting loot a la FFXI.
5) Future crafting recipes USE OLD MATERIALS. We don't need a NEW variant of cotton. Instead, utilize the old ingredients with maybe 1 new fluff. Keep gatherers moving around current zones and not just new ones.