Just checked with the Bernina Dealer where I used to work. If you are using Artlink, your design has to be in .art format not .exp. For Bernina embroidery machines, you use .art format designs if you have your computer connected to the embroidery machine by a cord. You use .exp if you have your design on a USB stick that goes into the side of the sewing machine. The B440 does not have the ability to use a USB stick. So, if you purchased the design on a CD disk, check and see if there is a .art formatted design on the disk. Most multi-formated disk have both .art and .exp. If you have the .art format on the disk, use .art instead of .exp and you are good to go. If you have the Bernina software, you can use it to convert the .exp design to a .art design. Open the .exp design in the software and then do a "save as" and save it as .art. If you do not have the software, try going back to where you got the design and ask to be able to get it as .art. I have converted many designs for an 84 year old who upgraded from a B440 that had to be connected to the machine by a cord to B640 that uses the USB/.exp format. She had multi-formated disks that had both but did not have the knowledge to get them to a USB stick. Hope this helps you get started.