Page 136 - 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

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.

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