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

Most RecentMost Popular
  • For eBusiness & Channel Strategy Professionals

    REPORT: Show That Mobile Banking Is Private And Secure

    Digital Feature Fix: Reassure Customers About How You Protect Them

    July 24, 2018Gina Bhawalkar, Peter Wannemacher, August Du Pont

    Consumers have plenty of reasons to worry about the privacy and security of their personal financial information. Yet in our Forrester Industry Wave™ reports, we often find that banking apps fail to reassure customers about the privacy and security of their information. This brief lays out how digital business strategy and customer experience executives can make customers feel safe and secure and illustrates good practices from leading firms.

  • For eBusiness & Channel Strategy Professionals

    REPORT: P2P Transfers Should Enhance Your Mobile Banking App, Not The Other Way Around

    Digital Feature Fix: Remove Barriers By Fitting Person-To-Person Transfers Into Holistic Design

    July 23, 2018 Peter Wannemacher, Gina Bhawalkar, August Du Pont

    In our recent mobile banking Forrester Industry Waves™, we found that many banks have added new P2P transfer services to their apps without explaining how to use them, thinking through money movement from the customer perspective, or considering how P2P transfers change the experience. P2P transfers end up as a bolt-on feature, sometimes making mobile banking harder to use. This brief explains why digital banking teams must focus on quality and consistency of money movement to drive engagement and illustrates good practices from leading firms.

  • For Customer Experience Professionals

    REPORT: The Billion-Customer Opportunity: Digital Accessibility

    Trillions Of Dollars In Potential Revenue Await Companies That Take An Accessibility-First Approach To Digital Experiences

    June 21, 2018Gina Bhawalkar

    Making digital products accessible is a growth opportunity now more than ever — to reach untapped segments ready to spend. But many organizations fail to seize it. Why? They don't understand how many people can benefit from accessibility and how to build it in. And while the upside (like winning aging customers and boosting employees' motivation) grows, so does the risk of doing nothing. This report — including an at-a-glance summary — explains: 1) the issues in a way that helps CX pros and their colleagues make the business case and 2) how to get started.

  • For Customer Experience Professionals

    REPORT: The US Banking Customer Experience Index, 2018

    How US Banks Earn Loyalty With The Quality Of Their Experience

    June 19, 2018 Alyson Clarke, Gina Bhawalkar, August Du Pont

    How well do leading banks earn loyalty with the quality of their customer experience (CX)? This year, we reveal the complete rankings of 18 multichannel banks and 10 direct banks that were analyzed as part of the US CX Index. We also unveil trends in CX quality and the role that emotion plays in CX. Customer experience professionals can use this report to inform their ongoing improvement efforts.

  • For eBusiness & Channel Strategy Professionals

    REPORT: The Forrester Auto Insurance Wave™: US Mobile Sites, Q2 2018

    US Auto Insurers Undermine Their Websites' Rich Functionality With Cumbersome Navigation

    June 18, 2018 Ellen Carney, Gina Bhawalkar

    To win and retain customers, auto insurers offer mobile websites that let a vehicle owner research and buy their products, as well as get service from them in a moment of need. To gauge how helpful these sites are to customers, we evaluated those of six US private passenger auto (PPA) insurance mobile sites. This report lays out where these companies excel — and where they lag — and what digital business strategy and customer experience professionals can learn from them.

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