The initiative forms part of the ministry's wider commitment to improving customer experience while supporting the UAE government's digital transformation agenda. It also contributes to the objectives of the UAE Government Services 2.0 Programme and the Zero Government Bureaucracy Programme by simplifying procedures and delivering faster, more efficient services.

Collaborative approach to service design

The two-day workshop brought together representatives from national sports federations, private sector organisations, the Telecommunications and Digital Government Regulatory Authority (TDRA), the Government Services Office, and specialist teams from the Ministry of Sports.

Participants examined the complete customer journey, reviewed existing procedures, identified operational challenges, and proposed practical improvements aimed at reducing processing times, simplifying services, and strengthening cooperation between government entities and industry partners.

Mohammed Amer, Director of the Government Services Office at the Ministry of Sports, said the initiative reflects the ministry's commitment to working closely with stakeholders across the sports sector and enabling service partners to play an active role in designing and developing government services.

He added that the ministry continues to modernise its services by adopting the latest AI-assisted technologies to improve efficiency, transparency and ease of access, in line with the UAE's digital transformation strategy. He noted that engaging directly with partners and incorporating their feedback into redesigning customer journeys remains fundamental to delivering higher-quality services and turning operational challenges into opportunities for innovation.

Focus on AI-supported athlete leave services

The first day of the lab focused on AI-supported sports leave services, with UAE Sports for All, the UAE Handball Federation, Emirates Motorsport Organisation, the UAE Archery Federation, the UAE Shooting Federation, and the UAE Fencing Federation participating. The discussions were based on the customer's journey to apply for, renew, and cancel a sports leave request. The participants suggested ways to improve service delivery and meet the needs of athletes and sports federations.

Improving sports licensing

The second day concentrated on enhancing the AI-assisted licensing service for sports institutions. Representatives from private sports companies and fitness centres explored ways to simplify licensing procedures, improve the customer experience and increase service efficiency.

The ministry anticipates that these improvements will enhance the investment environment for the sports sector by simplifying and making regulatory processes more accessible.

Supporting the UAE's digital transformation

The user experience lab is part of the Ministry of Sports' ongoing programme to modernise government services, increase customer satisfaction, and accelerate the digitisation of the sports sector. By integrating AI-assisted technologies into key public services, the ministry seeks to support the UAE’s wider vision for sustainable development and a more agile and customer-centric government.