The importance of voice user interface (VUI) design as an activity separate from development is now widely accepted. VUI designer is now recognized as a job title and profession by most organizations selling or using speech technology. Officially, VUI designers write prompts -- a huge undertaking totally belittled by its name. Effective, appropriate prompts emerge only through a complete understanding of users of the system, their states of mind and contexts of use, the functionality offered, and the business goals of the organization implementing the system. Monitoring the user experience is essentially an evaluative task that requires a different mindset and focus than the creative task of designing.