Page 123 - MOS PR REPORT - JULY 2025

7/22/25, 11:20 AM Ministry of Sports organises second 'UX Lab' of 2025 to enhance sports licensing services and streamline user experience

Ministry of Sports organises second 'UX Lab' of 2025 to enhance
sports licensing services and streamline user experience

United Arab Emirates, Sunday, 20 July 2025- The Ministry of Sports held the second 'User Experience Lab' (UX
Lab) of 2025 to enhance customer experience for sports clubs, companies, and all private‑sector sports institutions,
with regard to obtaining four key sports licensing services – issuing, renewal, activity additions and data updates. The
initiative is a part of the Ministry's ongoing efforts to enhance its services, aligning with the sports sector's digital
transformation strategy, aimed at advancing the goals of the 'Zero Government Bureaucracy Programme'.

It highlighted the challenges faced by private‑sector sports organisations when submitting license applications and
familiarised them with the various services through a comprehensive simulation of the digital customer journey,
analysis of current steps and procedures, as well as customer consultation.

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