They call it content design [1] and I love it! I've lived in a few countries, and gov.uk is by far the easiest way to interact with the government that I've experienced. As an immigrant, it can be confusing to navigate a new country's legal idiosyncrasies, so I appreciate them dumbing it down for me.

Although, I'll have to admit it's been getting worse lately. My latest annoyance is the "GOV.UK One Login" they introduced in addition to the existing "Government Gateway" login. I never know which I'm supposed to use on which page, and some pages accept either. Not great UX.

1: https://www.gov.uk/guidance/content-design