- Persona
Chloe Williams
Cohorts: 20s-30s
Condition: PMS
“I tell myself itʼs just part of being a woman — but every month it knocks me sideways.”
Snapshot
- Name: Chloe Williams
- Age range: 22
- Life stage: Having periods
- Location: London
- Occupation: Junior marketing assistant at a creative agency
- Relationship and family context: Flat shares with friends; single but dating casually
Health Context
- Relevant condition(s): PMS
- Density of condition(s): Very common in women of reproductive age
- Key symptoms experienced: Intense mood swings, tearfulness, irritability, bloating, breakouts, fatigue, sleep disruption
- Severity and duration: Moderate to severe, recurring 5-7 days before period monthly
- Diagnosed or suspected: Self-identified, no formal medical support
- Current treatments or management: Tries herbal teas, supplements, skincare routines – no consistent or formal strategy
- Comorbidities or related factors: Low mood and anxiety around periods, low self-worth from acne and fatigue
Triggers and barriers
- Main triggers that worsen symptoms: Stressful work deadlines, social drinking, poor sleep, heavy caffeine intake
- Barriers to seeking care: Thinks PMS is “normal” so doesnʼt see GP – feels she should just push through
- Information gaps and misconceptions: Doesnʼt know PMS can be managed or that hormone health is a medical topic
- Emotional drivers and concerns: Struggles to stay consistently high-functioning in a competitive job, feels guilty cancelling social plans, worried peers donʼt take PMS and its symptoms seriously
Goals and needs
- Primary health goals: Reduce intensity of mood swings and improve sleep quality during PMS window
- Secondary lifestyle goals: Maintain clear skin, keep energy for work and social life, feel more in control of emotions and energy levels
- What “better” looks like to them: What “better” looks like to them: Managing PMS without disrupting work deadlines or friendships, feeling validated and supported and not ‘crazyʼ
- Relevant Resources
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