gave me a 30-60 minute phone screen, which was mostly a "getting to know you" call. Two of them followed that with a 3-hour coding challenge directly related to the position that I was being considered for.
My in-person meeting with each was about 1.5-3 hours. At each, I spoke with the CEO, the highest-ranked technical officer (usually CTO), and at least two other employees. Each company gave me some whiteboarding problems (coding, algorithms, and brainteasers), gave me the opportunity to talk about my past work, and had time for conversations where we each gauged a cultural fit. I would say the cultural fit portion took up a lot more time than exercises in both cases - and a lot more than it would in my interviews with larger companies.
My track record and public portfolio did play a role in the length of my in-person interview at one of the companies I eventually joined. I found out later that some of my co-workers (in the same position) had interviews as long as 8 hours and also had been given coding challenges (I had not).