VoiceXML is a standard language for developing voice based applications. VoiceXML applications have more advantages over traditional Interactive Voice Response (IVR) systems because they can be used through any type of phones and also accessed via a computer. Voice User Interface (VUI) design is an integral part of developing any VoiceXML application. In this paper, the VUI for a VoiceXML ‘Cinema Service’ telephone application is designed and a number of experiments are undertaken to help the design of the VUI. The experiments focus on users’ navigation, memory and age group, and preferences. Conclusions are drawn based on the experiments for future design and development.