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7/21/25, 9:33 AM Ministry Of Sports Organises Second ‘UX Lab’ Of 2025 To Improve Licensing Services | Pakistan Point

Ministry Of Sports Organises Second ‘UX Lab’ Of 2025

To Improve Licensing Services

12 hours ago

ABU DHABI, (Pakistan Point News - 20th Jul, 2025) The Ministry of Sports has held its second
User Experience Lab (UX Lab) of 2025 to enhance the customer journey for private
sector sports entities when accessing key licensing services, including issuance, renewal,
activity additions and data updates.

The initiative aligns with the sports sector’s digital transformation strategy and supports the
Zero Government Bureaucracy Programme by streamlining procedures and boosting service
quality.

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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