A computer implemented method and an apparatus for facilitating voice user interface (VUI) design are provided. The method comprises identifying a plurality of user intentions from user interaction data. The method further comprises associating each user intention with at least one feature from among a plurality of features. One or more features from among the plurality of features are extracted from natural language utterances associated with the user interaction data. Further, the method comprises computing a plurality of distance metrics corresponding to pairs of user intentions from among the plurality of user intentions. A distance metric is computed for each pair of user intentions from among the pairs of user intentions. Furthermore, the method comprises generating a plurality of clusters based on the plurality of distance metrics. Each cluster comprises a set of user intentions. The method further comprises provisioning a VUI design recommendation based on the plurality of clusters.