Page 14 - MOS PR REPORT - MAY 2025

Press Release

Ministry of Sports organises ‘UX Lab’ event for Sports Sabbatical

services as part of Zero Government Bureaucracy Program

H.E. Ghanim Al Hajeri: Including sports entities in service development is a
crucial step towards simplifying service procedures without administrative
complications, demonstrating our commitment to providing smart and

customer-centric services

• The lab’s key goal is to enhance sports sabbatical services and improve

customer experiences in collaboration with supporting government agencies.
• It involves representatives from sports entities in developing solutions and
evaluating customer experiences to fulfill their needs with more efficient and

flexible services.
• Leveraging improvement and co-design tools to streamline administrative

processes and align with the UAE’s digital transformation initiatives.

UAE, 30 May 2025- The Ministry of Sports hosted the ‘User Experience Lab’ (UX Lab) at its
headquarters in Dubai to enhance sports sabbatical services. The event presented an in-depth
simulation of the digital customer journey, allowing participants to evaluate the sports sabbatical
services offered by the Ministry. Attendees included representatives from various sports
federations, the Telecommunications and Digital Government Regulatory Authority (TDRA), and

specialists from the Ministry’s digital transformation and customer happiness departments.

The event highlighted the Ministry’s ongoing efforts to enhance the efficiency of government

services and simplify the processes for obtaining sports sabbatical services as part of the UAE’s
Government Services 2.0 framework and the Zero Government Bureaucracy program. In this
context, His Excellency Ghanim Mubarak Al Hajeri, Undersecretary of the Ministry of
Sports, stated that hosting the UX Lab is a testament to the Ministry’s unwavering commitment
to providing smart and integrated sports services that streamline transaction procedures for sports

entities. In addition, he said: “Enhancing customer experiences is one of the factors that drive our
efforts to design services and simplify procedures. Through this initiative, we look forward to
directly involving representatives of sports federations in the process of assessing the services and