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.[23] 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.[23]
Throughout the eighteen-month design process, Samsung implemented stringent security measures and procedures to maintain secrecy of the eventual design until its launch. Designers worked on three prototypes concurrently while regarding each of them as the final product. Doing so required a constant duplication of effort as they had to repeat the same process for all three prototypes.[24][25] The prototypes, taking photos of which was forbidden, were locked in a separate lab accessible only by core designers; the company's employees transported them instead of third-party couriers.[25][26] "Because we were only permitted to see the products and others weren't," explained Principal Engineer Lee Byung-Joon, "we couldn't send pictures or drawings. We had to explain the Galaxy S III with all sorts of words."[27] Despite such security measures, specifications of one of the three units were leaked by Vietnamese website Tinhte, although it was not the selected design.[28][29]
Throughout the eighteen-month design process, Samsung implemented stringent security measures and procedures to maintain secrecy of the eventual design until its launch. Designers worked on three prototypes concurrently while regarding each of them as the final product. Doing so required a constant duplication of effort as they had to repeat the same process for all three prototypes.[24][25] The prototypes, taking photos of which was forbidden, were locked in a separate lab accessible only by core designers; the company's employees transported them instead of third-party couriers.[25][26] "Because we were only permitted to see the products and others weren't," explained Principal Engineer Lee Byung-Joon, "we couldn't send pictures or drawings. We had to explain the Galaxy S III with all sorts of words."[27] Despite such security measures, specifications of one of the three units were leaked by Vietnamese website Tinhte, although it was not the selected design.[28][29]
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