Your keypad is already in update mode - no buttons needed. Click Install firmware and pick USB JTAG/serial debug unit. It restarts by itself when done. Then go back to the studio, connect over USB and click Save to keypad once.
Install or update
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Steps
Keypad already on firmware 1.3.0 or newer: you don't need this page. In the studio, connect over USB and click Keypad → Update firmware. It installs and restarts by itself.
Keypad on 1.2.0 or older (one time): in the studio, connect over USB and click Keypad → Update to 1.3.0 (one-time setup). The keypad switches itself into update mode and this page opens. Click Install firmware and pick USB JTAG/serial debug unit. Afterwards click Save to keypad in the studio once, because this step clears the keypad's storage.
New board: plug it in with a data USB-C cable, click Install firmware and pick USB JTAG/serial debug unit.
Last resort (the keypad doesn't respond): unplug it, hold BOOT, plug it in, release BOOT, then install. Press RESET afterwards if the screen stays dark.
Choosing Erase also wipes your saved layout and pictures. Export your project in the studio first.
Keypad Firmware