In a big city, but it really can happen anywhere, pedestrians are used to walking where they please. So they can cut across here rather than going to the corner and use the cross walk. How do you change that behavior?
Create a barrier that is not easy to cross!
This is just one of several examples from downtown Newark, NJ where the pedestrian is guided to use and stay within the crosswalk. No 'desire line' to be made in this case.