Page 126 - 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 | Web …
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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