Page 118 - MOS PR REPORT - JULY 2025

7/22/25, 11:19 AM Ministry of Sports hosts second UX Lab of 2025 to enhance licensing services - BroadcastPro ME
four essential sports licensing services – issuing, renewal, activity additions and data updates – for clubs,
companies and private-sector sports organisations. The initiative supports the Ministry’s digital transformation

strategy and aligns with the objectives of the ‘Zero Government Bureaucracy Programme.’

The lab aimed to identify and address challenges encountered by private-sector sports entities during the licensing
process. Participants engaged in a full simulation of the digital customer journey, which included analysis of

current procedures and customer consultation to evaluate pain points and service delivery gaps.

His Excellency Ghanim Mubarak Al Hajeri, Undersecretary of the Ministry of Sports, was present at the event,
alongside technical representatives from the Telecommunications and Digital Government Regulatory Authority

(TDRA) and members of the Ministry’s Customer Happiness Office. At the conclusion of the session, His
Excellency honoured key attendees representing the Ministry’s private-sector partners.

Mohammed Nasser Amer, Manager of Customer Happiness Office at the Ministry of Sports, reaffirmed that the
‘UX Lab’ is critical to ensuring user participation in service evaluation and redesign processes.

He remarked: “We strive to empower our partners in the national sports sector and private‑sector, ensuring that

they play a key role in the development of the sports services ecosystem. Therefore, they are deeply aware of the
present challenges and well-equipped to devise suitable solutions. Improving customer experiences is not just

about simplifying the process, but also about designing an integrated and comfortable journey that meets
customers’ needs and aspirations, while delivering real benefit.”

He further stated: “This transformation needs to happen by analysing real-life user journeys, listening to user

feedback and determining how to best leverage the Ministry’s sports services with ease. Hence, we have
organised the Lab to transform day-to-day challenges faced by private‑sector sports entities into opportunities,

which can enhance the performance and quality of sports licensing services, in line with government directives,
while supporting the broader sports investment ecosystem.”

The UX Lab featured a series of interactive one-hour sessions with five private-sector sports organisations. These

sessions mapped out the complete licensing application process from the customer’s point of view, offering
suggestions to streamline steps, reduce processing time, and improve administrative integration. The goal was to
reinforce the UAE’s standards of excellence in sports governance.

The Ministry of Sports reaffirmed its commitment to rolling out innovative initiatives across its teams to raise
service quality and boost customer satisfaction. As part of this effort, the Ministry is focused on developing
transparent, user-centric sports services that will further empower the private sector, which plays a vital role in the

UAE’s comprehensive development landscape.

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