First phone interview with 2 HR people: walk through CV, why Lego, most important issues facing the business. Got through but was advised to be more succinct in the next interview. Then an interview in the office with the line manager and one HR. HR asked for examples related to the required competencies, line manager was interested in the practical aspects of how would I approach the job - that was very down-to-earth and detailed, how would you gather information, what changes would you like to make in the website and why, etc. Was dinged with feedback that I was overqualified. Very practical just-get-it-done culture.