Intel Motherboards : Flashed Z170 firware, Windows won't load...

I used ASRock's utility to upgrade my Z170 PRO4S mobo.  It rebooted automatically a couple of times, then entered a recovery / diagnostic menu and Windows won't properly load.  I can't get any recovery to complete and a re-install doesn't appear as an option.

I just printed off the sticky note for the mobo settings for SSDs...could that have been altered during the flash?  I have an ADATA SP550 SSD.  It shows SATA on the label, but what I've read is that it has it's own controller built in.  Is that correct?

My drive appears in the BIOS / UEFI menu along with the Windows Boot Manager.  I can see the Windows directory using a command prompt, so I think the drive is good and the file system is good.  Something seems to be messed up with the boot process, but I can't figure it out.

Any guidance or tips would be GREATLY appreciated.  This PC is only a week old and now it's not booting.  Didn't think using the manufacturers utility to upgrade the mobo would be such a hassle.

Thanks,

Bob