What size USB do you have? There might be limits on size such 2.0 gb. Make sure there is nothing else on the USB.
Are you sure the USB drive on the machine is reading? Can you try another USB and load the design onto it. Try that in the machine.
Is there a function button on the EMB machine? My machine has a machine pocket, USB or cable connection. You have to select "where" the design is located.
Next, what is the stitch count of the design? Size of design? What limit does you machine stitch? size of design limit?
Did you load the design only or a complete folder of designs? If I have a folder of EMB designs, I need to select each one and send one by one to the USB.
Try these suggestions. The next step would be to take the machine into the dealer and have them give you a demo using the USB for designs.
Good luck!