Government

The Ministry of Sports organised a “User Experience Lab” (UX Lab) at its Dubai headquarters to improve sports sabbatical services and streamline administrative processes. The initiative is part of the UAE's broader Zero Government Bureaucracy Program, which seeks to simplify and digitise public services in line with the Government Services 2.0 framework.

The UX Lab aimed to simulate the complete digital journey of users engaging with the Ministry’s sports sabbatical services. The event brought together representatives from various sports federations, the Telecommunications and Digital Government Regulatory Authority (TDRA), and experts from the Ministry’s digital transformation and customer happiness departments.

His Excellency Ghanim Mubarak Al Hajeri, Undersecretary of the Ministry of Sports, emphasized the importance of involving sports entities directly in the development and improvement of public services.

“Enhancing customer experiences is at the heart of our service design strategy. By including sports federations in this co-design process, we are committed to providing smart, integrated services with minimal administrative complications,” Al Hajeri said.

The UX Lab involved individual sessions with six representatives from sports organisations, each allocated an hour to assess the digital user journey, identify pain points, and propose enhancements. The feedback will support the Ministry in refining processes to deliver more efficient and flexible services.

The initiative underscores the Ministry’s ongoing commitment to innovation, customer-centricity, and digital transformation. By adopting best practices in service design, the Ministry aims to not only simplify government procedures but also meet the evolving needs of the sports community in the UAE.

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