Page 121 - MOS PR REPORT - JULY 2025

7/22/25, 11:20 AM Ministry of Sports holds UX Lab to enhance licensing services - Emirati Times
Ministry’s Customer Happiness Office. After the session, Al Hajeri honored

representatives from private sector partners who took part in the initiative.

Mohammed Nasser Amer, Manager of the Customer Happiness Office, explained

the importance of the UX Lab in driving service redesign through user input. Nasser

Amer stated that, “Improving customer experience is not just about simplifying the

process but about creating an integrated journey that reflects customer aspirations.”

“By analyzing real-life journeys and listening to users, we aim to transform

challenges into opportunities that enhance service quality and support the UAE’s

broader sports investment ecosystem,” the Manager added.

The event included interactive sessions with five private sports organisations, each

of which presented a complete demonstration of the licensing process. Based on

https://emiratitimes.com/ministry-of-sports-holds-ux-lab-2025/ 3/4