The Ministry of Sports has launched a dedicated User Experience Lab (UX Lab) at its Dubai headquarters to improve the digital journey of its sports sabbatical services, reinforcing the UAE’s commitment to customer-focused government transformation.
The initiative offered a hands-on simulation of the customer experience, enabling participants to assess and provide feedback on current services. Representatives from national sports federations, the Telecommunications and Digital Government Regulatory Authority (TDRA), and the Ministry’s own digital transformation and customer happiness teams attended the session.
The UX Lab is part of broader efforts under the Government Services 2.0 framework and the Zero Government Bureaucracy programme, both of which aim to simplify public services and eliminate administrative hurdles.
Ghanim Mubarak Al Hajeri, Undersecretary of the Ministry of Sports, described the lab as a step towards delivering streamlined, smart services.
“Enhancing customer experiences is at the core of our mission. This initiative allows us to directly engage with service users, gather insights, and co-design better solutions,”
he said.
Six participants from various sports entities took part in one-hour evaluation sessions, reviewing their digital experience and identifying opportunities for improvement.
The Ministry’s focus on collaborative service design and operational efficiency reflects its long-term goal of offering frictionless government services that align with evolving user needs and the UAE’s digital agenda.
News Source: Emirates News Agency
