Page 124 - 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
H.E. Ghanim Mubarak Al Hajeri, Undersecretary of the Ministry of Sports, attended the event, along with technical
teams from the Telecommunications and Digital Government Regulatory Authority (TDRA), and the Ministry's
Customer Happiness Office. At the end of the Lab, His Excellency honored the attendees representing the Ministry's
private sector partners.

Mr 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 event featured interactive one-hour sessions with representatives from across five private‑sector sports
organisations. Each session showcased the complete licensing application journey, identifying potential
improvements from the customers' perspective. In addition, solutions were proposed to streamline procedures,
reduce steps and processing time of services, and enhance administrative integration, reinforcing sports governance
excellence in the UAE.

The Ministry of Sports is committed to implement exceptional initiatives across its work teams, with an aim of
improving service standards and customer satisfaction. Aligning with this, the entity strives to design government
sports services that are transparent and user‑friendly, further supporting the growth of the private sports sector, which
is an integral facet of the UAE's comprehensive development ecosystem.

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