 Design work on the S III started in late 2010 under the supervision of Chang Dong @-@ hoon , Samsung 's Vice President and Head of the Design Group of Samsung Electronics . From the start , the design group concentrated on a trend which Samsung dubs " organic " , which suggests that a prospective design should reflect natural elements such as the flow of water and wind . Some of the results of this design were the curved outline of the phone and its home screen 's " Water Lux " effect , where taps and slides produce water ripples . 
