Ashe still works best with the standard ADC build. Rush IE, then PD/Shiv, BT/BotRK, LW/BC, boots, defensive item to taste. Attack speed and critical hit chance both multiply your DPS, so PD will provide way more damage than Hurricane. Shiv can be a decent comprise between damage and waveclear, but its passive procs fall off late-game.
Ashe's passive crit damage is tied to her critical hit % chance, so by purchasing Hurricane over PD you are giving up a huge chunk of single-target damage in exchange for slightly better turret pushing and much better waveclear. No matter how cool it looks with her Q it's still a situational item at best. You need your IE first for damage, and I usually pick up a Zeal as well before I even consider Hurricane. It can fit in a glass cannon build and help out when your team really needs the extra waveclear or AoE damage, but in general neither of those things are your role on the team. As ADC your job is to apply consistent single-target damage to objectives and enemies your mage/assassin can't burst down. Hurricane just doesn't give the stats you need for that role.
If you're going to run Hurricane instead of PD, consider building double-lifesteal. Hurricane applies BotRK's on-hit effect, and since you won't be doing as much critical hit damage The Bloodthirster will increase the damage on the bolts and help you sustain through enemy damage. If the enemy insists on grouping tightly you'll still do tons of damage, but you still probably can't duel a traditional IE+PD ADC.
The only other situation I'd even think about building Hurricane is when the enemy team has two or more big damage-soaking tanks. Killing tanks is one of your jobs as the ADC, so if the enemy has at least two really beefy champions in the front line it can be worth applying slightly less sustained damage to both. In that case you'd usually be running BotRK and Black Cleaver with it, especially if you have an AD frontliner to take advantage of Cleaver's armour reduction. Phantom Dancer's critical hit damage will increase your single-target damage per attack by about 50% of your AD, so if you can consistently apply half your AD plus on-hit effects to a second target the overall damage to champions will break even. It's just usually better to focus one enemy down instead of spreading your damage around.
EDIT: And no, Ashe's passive criticals aren't considered on-hit effects so your extra bolts can't crit.