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7/21/25, 9:32 AM Ministry of Sports organises second ‘UX Lab’ of 2025 to enhance sports licensing services and streamline user experience - Middle …
Ministry of Sports organises second ‘UX Lab’ of
2025 to enhance sports licensing services and

streamline user experience

July 20, 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’.

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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.”

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