"User experience design is not limited to the confines of the computer. It doesn't even need a screen," argues Bill DeRouchey, director of interaction design at Ziba design.

“用户体验设计并不局限于电脑范围内，它甚至不需要一个界面”Bill DeRouchey争辩道，他是Ziba设计交互设计版块的主编。

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Eric Park, of Ziba, a design consultancy, reckons companies must also think about drug delivery systems and patient-friendly packaging, which could create a new kind of branded intellectual property that might be more defensible than drug patents.

ECONOMIST: Pharmaceuticals