The Ministry of Sports activities held the second ‘Consumer Expertise Lab’ (UX Lab) of 2025 to boost buyer expertise for sports activities golf equipment, corporations, and all non-public‑sector sports activities establishments, with regard to acquiring 4 key sports activities licensing providers – issuing, renewal, exercise additions and knowledge updates. The initiative is part of the Ministry’s ongoing efforts to boost its providers, aligning with the sports activities sector’s digital transformation technique, geared toward advancing the objectives of the ‘Zero Authorities Forms Programme’.
It highlighted the challenges confronted by non-public‑sector sports activities organisations when submitting license purposes and familiarised them with the assorted providers by a complete simulation of the digital buyer journey, evaluation of present steps and procedures, in addition to buyer session.
H.E. Ghanim Mubarak Al Hajeri, Undersecretary of the Ministry of Sports activities, attended the occasion, together with technical groups from the Telecommunications and Digital Authorities Regulatory Authority (TDRA), and the Ministry’s Buyer Happiness Workplace. On the finish of the Lab, His Excellency honored the attendees representing the Ministry’s non-public sector companions.
Mr Mohammed Nasser Amer, Supervisor of Buyer Happiness Workplace on the Ministry of Sports activities, reaffirmed that the ‘UX Lab’ is vital to making sure consumer participation in service analysis and redesign processes.
He remarked: “We attempt to empower our companions within the nationwide sports activities sector and personal‑sector, guaranteeing that they play a key function within the improvement of the sports activities providers ecosystem. Due to this fact, they’re deeply conscious of the current challenges and well-equipped to plot appropriate options. Bettering buyer experiences is not only about simplifying the method, but in addition about designing an built-in and cozy journey that meets prospects’ wants and aspirations, whereas delivering actual profit.”
He additional acknowledged: “This transformation must occur by analysing real-life consumer journeys, listening to consumer suggestions and figuring out easy methods to finest leverage the Ministry’s sports activities providers with ease. Therefore, we’ve organised the Lab to remodel day-to-day challenges confronted by non-public‑sector sports activities entities into alternatives, which might improve the efficiency and high quality of sports activities licensing providers, consistent with authorities directives, whereas supporting the broader sports activities funding ecosystem.”
The occasion featured interactive one-hour periods with representatives from throughout 5 non-public‑sector sports activities organisations. Every session showcased the whole licensing utility journey, figuring out potential enhancements from the purchasers’ perspective. As well as, options have been proposed to streamline procedures, cut back steps and processing time of providers, and improve administrative integration, reinforcing sports activities governance excellence within the UAE.
The Ministry of Sports activities is dedicated to implement distinctive initiatives throughout its work groups, with an purpose of enhancing service requirements and buyer satisfaction. Aligning with this, the entity strives to design authorities sports activities providers which are clear and consumer‑pleasant, additional supporting the expansion of the non-public sports activities sector, which is an integral aspect of the UAE’s complete improvement ecosystem.