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7/21/25, 9:33 AM Ministry of Sports organises second ‘UX Lab’ of 2025 to improve licensing services - WeTel World

July 20, 2025 UAE UPDATES

Ministry of Sports organises second ‘UX Lab’ of 2025 to

improve licensing services

ABU DHABI, 20th July, 2025 (WAM) — 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.”

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