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 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.

  • For eBusiness & Channel Strategy Professionals

    REPORT: The Forrester Banking Wave™: US Mobile Apps, Q2 2018

    USAA Leads By Offering Robust Features That Are Easy To Use

    June 7, 2018 Peter Wannemacher, Gina Bhawalkar, August Du Pont

    Digital business leaders and customer experience professionals at banks have to design, build, and help deliver mobile experiences that assist customers in conveniently achieving their objectives and — in doing so — differentiate their bank's brand. To assess how helpful and easy to use banks' mobile apps are for customers, we evaluated seven large US banks' mobile apps. This report identifies where these banks excel and where they lag and lays out what executives and their teams at other banks can learn from them.

  • For eBusiness & Channel Strategy Professionals

    REPORT: The Forrester Banking Wave™: Canadian Mobile Apps, Q2 2018

    Mobile Banking Apps Fail To Balance Great Functionality With Great User Experience

    June 7, 2018Gina Bhawalkar, Peter Wannemacher, August Du Pont

    Digital banking leaders need to build mobile banking experiences around customer needs, empowering customers to manage their finances while reassuring customers by providing support along the way. To see how helpful and easy to use mobile apps are to customers, we evaluated the mobile apps of six large Canadian banks. This report lays out where these banks excel, where they lag, and the lessons for digital business strategy and customer experience executives.

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Webinar: The Billion-Customer Opportunity: Digital Accessibility

Date: July 26, 2018
Time: 1:00 PM-1:40 PM Eastern Standard Time
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