I was contacted by recruiter first to understand my interests and experience. He presented my resume to hiring manager. Next step was phone interview with HR manager. HR manager asked standard HR questions like; - why are you looking for job? - Do you know the technologies mentioned in the job description? Next step was phone interview with hiring manager. It was non technical; discussions went around my experience. Next step was 5 onsite 1:1 interviews. with backend engineer, two UI engineers, product manager, architect/hiring manager. First three were technical interviews. I did well in first round so was called for one more round of on site inteviews. This time I again met the architect/hiring manager. Then met two UI engineers/architects and then the VP of engineering. I believe I was not offered the job because they were looking for someone who has UI expertise in various UI technologies and not just one. That's my best guess.