Help article linked below has some good info in it.   Typically the issue is going to be the folder structure.   When you make the setup file in Setup File Creator and then download it, you then have to unzip it and put it on the USB drive.  You can do that manually.  You can also use the Data Manager tool to handle the zip / unzip stuff for you.  



https://onlinesupport.deere.com/operations-center-7f4abdfc/setup-04811888/setup-file-creator-751d6ed8/uploading-setup-file-to-john-deere-display-a1be7b18