Ministry Of Sports Conducts Second UX Lab In 2025 To Enhance Licensing Services For Private Sector

The Ministry of Sports recently conducted its second User Experience Lab (UX Lab) of 2025. This initiative aims to improve the customer journey for private sports entities accessing key licensing services. These services include issuance, renewal, activity additions, and data updates. The lab is part of the sports sector's digital transformation strategy and supports the Zero Government Bureaucracy Programme.

The UX Lab focused on identifying challenges faced by private sports organisations during licence applications. It simulated the entire digital customer journey, analysing steps and procedures with direct user feedback. Ghanim Mubarak Al Hajeri, Under-Secretary of the Ministry of Sports, attended alongside teams from the Telecommunications and Digital Government Regulatory Authority (TDRA) and the Ministry’s Customer Happiness Office.

Mohammed Nasser Amer, Manager of the Ministry’s Customer Happiness Office, emphasised that user participation is crucial in evaluating and redesigning services. He stated, "Improving customer experience is not just about simplifying the process but about creating an integrated journey that reflects customer aspirations." He further explained that by analysing real-life journeys and listening to users, they aim to turn challenges into opportunities that enhance service quality.

The event included interactive sessions with five private sector sports organisations. Each organisation demonstrated the full licensing process. Attendees suggested improvements to reduce steps and processing times while enhancing administrative integration. This collaborative approach aims to streamline procedures and boost service quality.

The Ministry reaffirmed its dedication to providing transparent and user-friendly sports services. It also highlighted its support for the private sports sector as a vital component of the UAE’s development strategy. By focusing on these areas, the Ministry aims to enhance service quality and support the broader sports investment ecosystem in the UAE.

At the end of the session, Ghanim Mubarak Al Hajeri honoured attendees representing private sector partners. This gesture underscores the importance of collaboration between government entities and private organisations in achieving shared goals.

With inputs from WAM