The guide defines a Project as:
> Typically, a project can be defined as a collection of tasks that need to be completed to achieve a certain outcome.
https://www.atlassian.com/software/jira/guides/projects/overview#what-are-key-elements
This indicates that a project is something that has an end once an outcome is achieved. It would makes sense, but then the examples in the the screenshot make no sense at all. "Customer Experience" is not something that "need to be completed to achieve a certain outcome". It is either a company department or a component of the software development process.
Should my Jira projects copy my company structure? Or software development phases? Or should they mimic my components? Or should they really be projects that will end once the outcome is achieved?