March 25, 2026

What happens when museums stop giving answers and start asking questions instead - Donna Speed

33 minutes

In this episode of Skip the Queue, Andy Povey is joined by Donna Speed, CEO of We The Curious, to explore how curiosity can transform visitor experiences. Following major challenges, including COVID-19 and a devastating fire in 2022, the organisation rebuilt with a strong community-first approach, taking science directly to people through outreach while the venue was closed.

The conversation focuses on a shift from traditional, answer-led exhibitions to question-led experiences, highlighted by the “Project What If” exhibition built from over 20,000 public questions. Donna shares how co-creation, inclusivity, and audience-led design are reshaping engagement, and how attractions can balance education and entertainment, remain relevant, and inspire curiosity in new ways.

Key Topics Discussed

Designing visitor experiences around curiosity rather than content

The transformation and rebrand of We The Curious

Community-led decision making and co-creation

Recovery and resilience after the 2022 fire

Outreach strategies during closure and post-pandemic recovery

Project What If and question-led exhibition design

Differences between interactive science centres and traditional museums

Inclusion and representation in science and learning spaces

The role of curiosity in lifelong learning

Balancing entertainment and education in attractions

Building trust and relevance with audiences

Collaboration across the attractions and museum sector

The evolving role of museums in society

Leadership through crisis and change

Inspiring future generations through engagement and accessibility

Show references:

Donna Speed - CEO of We The Curious

https://wethecurious.org/

https://www.linkedin.com/in/donna-speed-15252916/

https://www.wethecurious.org/news-blog/we-curious-reopening-project-what-if

Skip the Queue is brought to you by Merac. We provide attractions with the tools and expertise to create world-class digital interactions. Very simply, we're here to rehumanise commerce. Your host is Andy Povey.

If you like what you hear, you can subscribe on Apple Podcasts, Spotify, and all the usual channels by searching Skip the Queue or visit our website SkiptheQueue.fm.

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Credits:

Written by Emily Burrows (Plaster)

Edited by Steve Folland

Produced by Emily Burrows and Sami Entwistle (Plaster)

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