Page 52 - MOS PR REPORT - MAY 2025

6/2/25, 9:46 AM Ministry Of Sports Organises 'UX Lab' Event For Sports Sabbatical Services As Part Of Zero Government Bureaucracy Program

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2025-05-30 07:30:25

(MENAFN- Mid-East Info) 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, 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 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

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