The interview process consisted of three parts.
In the first part, I had a phone interview with one of their technical recruiters. She introduced me to the company, asked some background questions, and did a high-level review of my relevant experience. Unlike many recruiter-types I've dealt with, she seemed to understand the technical parts of the discussion. She was able to ask reasonable clarifying questions and pick up side topics that fleshed out a view of my experience. She finished it up by describing the rest of the process. This was definitely a positive experience.
In the second part of the process, I did a screen shared coding exercise. Despite some initial technical difficulties, we were able to run through the three part exercise. The first part was a little rocky due to the fact that my JavaScript is a bit out of date. But, the rest of the coding exercises went much better. Once again, this had been a positive experience.
In the final part, I went to Ohio for a "Code Day". I was given specs for a project to code for the day. I would interact with their team at different times, including a "customer", a DBA, and a few developers. The process gave some indication of how work would go on a normal day in their offices. The interaction with the developers also gave me an idea of the culture of the place and should have given them a chance to evaluate how I would work with the culture. The problem was hard enough not to be solvable in one day, but not so hard as to be overwhelming. The project required quite a bit of prioritization to have any chance of a demo. At the end of the day was a presentation, where I showed what I had done, described what I would do next, and answered questions about the design and code.
The whole process was very pleasant and positive. I suspect that the process is a great way to get a "feel" of a candidate rather than just focusing on qualifications.