Page 134 - MOS PR REPORT - JULY 2025

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 …
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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