Page 130 - MOS PR REPORT - JULY 2025

7/21/25, 9:32 AM Ministry of Sports organises second ‘UX Lab’ of 2025
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.

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.

For further information, please contact:

Orient Planet Group (OPG)
Email: media@orientplanet.com
Website: www.orientplanet.com

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