Page 120 - MOS PR REPORT - JULY 2025

7/22/25, 11:20 AM Ministry of Sports holds UX Lab to enhance licensing services - Emirati Times
This initiative aligns with the Ministry’s digital transformation strategy for the sports

sector and supports the Zero Government Bureaucracy Program by simplifying

procedures and improving service quality across government interactions.

Image Supplied | Cropped by ET

During the UX Lab, officials examined the challenges faced by private sports entities

when applying for licenses. The event featured simulated digital customer journeys,

enabling a step-by-step evaluation of the application process. The sessions included

direct feedback from users, allowing the Ministry to identify pain points and areas

for improvement.

Ghanim Mubarak Al Hajeri, Under-Secretary of the Ministry of Sports, attended the

UX lab and observed the user simulations alongside representatives from the

Telecommunications and Digital Government Regulatory Authority (TDRA) and the

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