Page 50 - MOS PR REPORT - MAY 2025

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
proposing solutions, further emphasising our belief that remarkable improvements in services
begin with customers.”
H.E. Al Hajeri added: “We consider the UX Lab as a meaningful step towards our efforts to offer
government services without any administrative complications, using optimisation tools and
collaborative designs with customers. Through its results, we aim to make significant
enhancements in sports sabbatical services and attain the goals of the Zero Government
Bureaucracy Program.”
The UX Lab will evaluate the current customers’ experience with sports sabbatical services. In line
with this, six representatives from sports entities who participated in the event were allocated one
hour each to conduct a session assessing their digital journey and exploring opportunities for
improvement. The event further aligns with the Ministry’s efforts to provide seamless and effective
government services focused on customer requirements.
The Ministry of Sports continues its efforts to implement quality initiatives that enhance customer
experiences and improve access to its services, guided by a customer-centric vision. By employing
best practices in government service design, the Ministry aims to streamline processes and boost
operational efficiency. This approach ensures smoother and more adaptable service experiences
that align with the expectations of sports entities and support the country’s digital transformation.
-Ends-

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