Hi,
I believe this is what you are looking for.
In your screenshot you're trying to add a second USB3.0 controller to VM, this is the reason for the error. VM can only support 1 (one) USB3.0 controller.
Correct steps would be:
1. connect USB 3.0 HDD to your ESXi host
2. go to "edit VM settings"
3. hit "Add hardware" and search for "USB Device"
4. in this step you should be able to select your USB 3.0 HDD