Puffin Crossing – Help how does this work?

I maintain that a designer should always aim to consider and where possible engage the user in any design. If a user is struggling to comprehend how a product works then it is often back to the drawing board for further consideration. It feels like a failure if a product requires instructions to enable the user to operate it and my instinct is to develop the product further until it works. This set of instruction for using the new Puffin Crossings [Puffin crossing are an adaptation of the Pelican crossing] struck me as odd, firstly are people really having problems using this, especially when it’s older sibling has been around for such a long time now. If this is this case wouldn’t it have been better to resolve those issues without the need for pinning guidance to the product.