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

NEWS

Ministry Of Sports Organises Second ‘UX Lab’ Of 2025 To Enhance
Sports Licensing Services And Streamline User Experience

By Editor_wr Last updated Jul 21, 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.

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.

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