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) and accessibility, particularly how design and UX teams are organized (including the relationship between UX and CX teams) and the skills needed; how to scale design; inclusive design; the design technologies that UX pros use; financial services UX (banking and brokerage); UX and agile; and creating accessible digital experiences that adhere to the Web Content Accessibility Guidelines (WCAG).

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) and accessibility, particularly how design and UX teams are organized (including the relationship between UX and CX teams) and the skills needed; how to scale design; inclusive design; the design technologies that UX pros use; financial services UX (banking and brokerage); UX and agile; and creating accessible digital experiences that adhere to the Web Content Accessibility Guidelines (WCAG).

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 Inclusive Design Imperative: Win And Retain More Customers

    Modernize Your Design Practice To Reach More Of Your Target Market

    April 23, 2019Gina Bhawalkar

    Experience design (XD) leaders can help their firms win and retain customers, break into new markets, and get employees more engaged, by prioritizing inclusion. To do this, you need to shift your firm's mindset and methodology: 1) Establish a foundation that drives home the "why" and fuels the desire to do better and 2) augment your XD practice with the right people, processes, and tools. This report explains why and how.

  • For Customer Experience Professionals

    REPORT: Digital CX Trends, 2019

    Digital CX And Human-Centered Experience Design Align — At Last

    April 22, 2019 Andrew Hogan, Gina Bhawalkar, Kelly Price, Jennifer Wise, Joana van den Brink-Quintanilha, Karine Cardona-Smits

    Digital CX is changing: As it encompasses more capabilities like voice, connected devices, and notifications, customer experience (CX) pros and their companies can no longer take a touchpoint-by-touchpoint, feature-focused approach. Instead, they are compelled at last to adopt human-centered experience design. This report outlines nine trends illustrating this 2019 shift that companies seeking to improve their customers' experiences must know — and get ahead of.

  • For Customer Experience Professionals

    REPORT: The Winning Way To Plan Customer Research

    Use Forrester's Customer Research Canvas To Drive The Why, What, How, And Who Of Your Research Efforts

    February 12, 2019 Kelly Price, Gina Bhawalkar

    Although companies increasingly recognize that if they want to improve CX significantly, they can't skip customer research, Forrester consistently hears from CX pros who struggle to conduct the research they need. To find success, CX pros need to take a pragmatic approach that helps identify the problems they aim to solve, use that knowledge to select methods, and pull in the right stakeholders. Forrester has created the Customer Research Canvas — a one-page planning tool to help CX pros execute research better. This report describes the canvas and how to use it.

  • For Customer Experience Professionals

    REPORT: Predictions 2019: Customer Experience

    Customer Experience Comes Under Fire

    November 5, 2018 Harley Manning, Gina Bhawalkar, Ryan Hart, TJ Keitt, Rick Parrish, Maxie Schmidt-Subramanian, Adele Budovsky, Judy Weader

    Customers expect their experiences to keep getting better. Trouble is, they haven't — or at least not enough to keep up with those rising expectations. This has been going on for the last three years and will begin to boil over in 2019, leading to a series of systemic shocks for CX transformation efforts and turmoil for CX professionals. What happens next? A group of Forrester's top experts on customer experience came together to answer that question. Here are their five most impactful, surprising predictions that are likely to come true in the coming year.

  • For Customer Experience Professionals

    REPORT: How To Scale Your Design Organization

    October 18, 2018Gina Bhawalkar

    Firms are investing in experience design (XD) now more than ever. Why? Because they recognize the business value of 1) designing their products and services better and 2) applying design expertise and methods to strategic business problems. This surge in demand for design requires that XD pros answer a hard question: How can their design organizations scale up? This report analyzes the results of interviews and a survey we conducted about this conundrum and recommends what XD pros should do to conquer it.

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