There is an evolution of the discipline and practice of experience architecture and this along with the process, I will attempt to describe what I’ve seen and what teams have begun to evolve toward.
Design and Development
Marketing & Media
All disciplines are components of UX Holistics..
Which is to say the cohesion and consolidation of functional components with strategic vision and puts the user in the center. An approach that looks at the business, the experience and stories being told by brands and solves for that in the experience architecture.