The city of Koprivnica in northwestern Croatia has been recognized for its efforts in sustainable urban mobility; however, Novi Brežanec Street, a critical connector in the southern part of the city, suffers from outdated and inadequate infrastructure. Despite moderate traffic volumes, the current traffic organization compromises pedestrian and cyclist safety and reduces overall efficiency. The study utilized field research, including manual traffic counts at four key intersections during morning and afternoon peak hours, field observations of road user behavior, and an analysis of traffic accident reports from 2020 to 2025. The highest traffic volumes were recorded at intersections connecting Novi Brežanec Street with major roads such as Bjelovarska and Braće Radić Streets. Although accident rates were generally low, recurring safety and efficiency issues were identified, especially concerning insufficient signage, inadequate pedestrian and cyclist infrastructure, and poor visibility at key intersections. The study highlights that infrastructural deficiencies, rather than traffic volume, are the main contributors to safety risks and inefficiencies. Improved signage, intersection design, dedicated pedestrian and cycling paths, and better visibility are essential to enhance safety and promote sustainable mobility. Proactive infrastructure improvements are necessary to align with best practices in urban traffic safety. Future research should include traffic simulations, extended monitoring, and user feedback to inform more inclusive and effective urban planning strategies.