At a guess I’d say they used a UK digital creative agency and then outsourced the build overseas.
Seen it done with several large sites – all the money is spent on the creative process and the numerous latte’s the designers crave for their brain farts. Then once all the money is burned sent it overseas to have it built on the cheap. Normally resulting in a build of this quality.
I’m not sure. It looks like it’s been a cack-handed effort all the way through to me.
There’s obviously a fair bit of work that’s went into it, bolting on various bits and pieces – stuff that was on the existing website – but as already mentioned, it looks like any real user experience design has been forgotten about, which is the one thing they were winning at before – that and the prices.
Time and time again I’ve found myself browsing through the products on the CRC home page, purely because I’m bored and have some money burning a hole in my pocket. If I go there now I only see four products. Not really much of a choice! It has become your run of the mill Joe’s Cycles (no offence to any store named Joe’s Cycles!). An off-the-self ecommerce solution with some bolt on extras.
CRC always looked like a happy accident in the past. It was never a work of art, but work it did. Customers were invited to endless pages of discounted products, all easy to find and in your face. Despite it’s faults it offered a very good user experience. When I go to the home page now I just can’t be bothered to go any further. It’s no longer inviting. And I imagine that will hit sales hard.
And none of that even has anything to do with the technical side.