You'll have to know the complete protocol your USB device expects, but it is possible. Yes, you start with the Driver Development Wizard to create an INF file, and then it should just automatically appear in VISAIC and in MAX. It's possible you may have missed a step along the way.
Here's a new tutorial that may help you: "Using NI-VISA 3.0 to Control Your USB Device"
http://zone.ni.com/devzone/conceptd.nsf/webmain/6792BAB18242082786256DD7006B6416?opendocument&node=DZ52363_US
Dan Mondrik
National Instruments