Page 20 - MOS PR REPORT - JULY 2025

Press Release

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

sports licensing services and streamline user experience

United Arab Emirates, Sunday, 20 July 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’.

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