Page 132 - MOS PR REPORT - JULY 2025

7/21/25, 9:32 AM Ministry of Sports organises second ‘UX Lab’ of 2025 to improve licensing services – UAE Business and Travel Insights – TotalUAE…
The lab highlighted challenges faced by private sports organisations during licence applications and simulated
the complete digital customer journey, analysing steps and procedures with direct user feedback.

Ghanim Mubarak Al Hajeri, Under-Secretary of the Ministry of Sports, attended the lab alongside teams from
the Telecommunications and Digital Government Regulatory Authority (TDRA) and the Ministry’s Customer
Happiness Office. At the end of the session, he honoured attendees representing private sector partners.

Mohammed Nasser Amer, Manager of the Ministry’s Customer Happiness Office, said the UX Lab ensures users
participate in evaluating and redesigning services. He noted, “Improving customer experience is not just about
simplifying the process but about creating an integrated journey that reflects customer aspirations.”

He added, “By analysing real-life journeys and listening to users, we aim to transform challenges into
opportunities that enhance service quality and support the UAE’s broader sports investment ecosystem.”

The event featured interactive sessions with five private sector sports organisations, each demonstrating the full
licensing process. Attendees proposed improvements to reduce steps and processing times while enhancing
administrative integration.

The Ministry reaffirmed its commitment to transparent, user-friendly sports services and to supporting the
private sports sector as a vital part of the UAE’s development strategy.

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