How about information architecture connected to experience architecture.

“Service providers are continually reshaping their offering in response to changing customer needs and demands. As customer expectations change, businesses need to rethink the experiences they deliver. Meeting new demands does not only require delivery of the right propositions – it also requires developing broader capabilities around the needs of people, across the entire ecosystem.”

Melvin Brand Flu a.k.a. /brandflu | @MelvinBF ~ Livework Studio ★