Gina   Bhawalkar

Gina Bhawalkar

Principal Analyst Serving Customer Experience Professionals

Gina Bhawalkar is a principal analyst serving customer experience (CX) professionals. Her research focuses on user experience (UX), particularly UX organization (including the relationship between UX and CX teams); the design technologies that UX pros use; using journey mapping effectively; making the most of personas; financial services UX (banking and brokerage); Lean research methods (e.g., UX research in agile teams); and accessibility (including designing for the aging population).

Previous Work Experience

Gina has over 15 years of experience as both a UX/CX practitioner and leader, with eight years in the financial services industry. Prior to joining Forrester, Gina was director of customer experience research at Bank of the West, a subsidiary of BNP Paribas. There, she led the bank's digital voice of the customer program and conducted primary research to inform digital product development. Previously, Gina led the user experience and accessibility department at Scottrade, where she built the two disciplines as well as the firm's journey mapping practice from the ground up. Earlier in her career, Gina was a UX consultant at Perficient, leading design and research projects for clients in the financial services, agribusiness, utilities, insurance, and retail industries. She has also served as an accessibility consultant at both Criterion 508 and the Georgia Tech Research Institute.

Education

Gina holds bachelor's degrees in psychology and computer science from Trinity University and an M.S. in human-computer interaction from the Georgia Institute of Technology, where her research focused on evaluating the accessibility of physical and digital products to people with disabilities.

Gina Bhawalkar

Principal Analyst Serving Customer Experience Professionals

Gina Bhawalkar is a principal analyst serving customer experience (CX) professionals. Her research focuses on user experience (UX), particularly UX organization (including the relationship between UX and CX teams); the design technologies that UX pros use; using journey mapping effectively; making the most of personas; financial services UX (banking and brokerage); Lean research methods (e.g., UX research in agile teams); and accessibility (including designing for the aging population).

Previous Work Experience

Gina has over 15 years of experience as both a UX/CX practitioner and leader, with eight years in the financial services industry. Prior to joining Forrester, Gina was director of customer experience research at Bank of the West, a subsidiary of BNP Paribas. There, she led the bank's digital voice of the customer program and conducted primary research to inform digital product development. Previously, Gina led the user experience and accessibility department at Scottrade, where she built the two disciplines as well as the firm's journey mapping practice from the ground up. Earlier in her career, Gina was a UX consultant at Perficient, leading design and research projects for clients in the financial services, agribusiness, utilities, insurance, and retail industries. She has also served as an accessibility consultant at both Criterion 508 and the Georgia Tech Research Institute.

Education

Gina holds bachelor's degrees in psychology and computer science from Trinity University and an M.S. in human-computer interaction from the Georgia Institute of Technology, where her research focused on evaluating the accessibility of physical and digital products to people with disabilities.

Gina Bhawalkar's Research

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  • For Customer Experience Professionals

    REPORT: Adobe's Challenge To Marketers Will Require That They Join Forces With CX Pros

    Adobe Summit 2018 Charts The Right Path — But One That Will Need Deeper Customer Centricity For Success

    April 10, 2018Gina Bhawalkar

    Forrester attended Adobe's 2018 Summit for digital marketers to understand the vendor's vision and product enhancements and how they align with the customer goals for which CX and UX pros advocate. This short report summarizes the event's key announcements, points out the obstacles Forrester believes Adobe and its own customers must overcome to make the vision a reality, and offers advice for CX pros on how to partner with their marketing colleagues to help.

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