Hi,
According to the KW38 Reference Manual, Chapter 11: Kinetis Flashloader, this device should be shipped with the pre-programmed Kinetis Flashloader. Its main task is to load customer firmware image into the flash memory and can interface with LPUART, CAN, LIN, I2C and SPI peripherals.
You can try using the Kinetis Flash Tool to load an application into your device (via UART) using your PC. You should find this tool inside KW38 SDK folder > middleware > mcu-boot > bin > Tools > KinetisFlashTool > win. For more information on its usage, please consult the Kinetis Flash Tool User's Guide (inside mcu-boot > doc folder).
Could you share the SWD signals (SWD_DIO, SWD_CLK, RESET) that should be getting to the MCU? Perhaps you can use an oscilloscope to capture these signals.
Also, can you confirm if the SWD cable/connector is properly placed/oriented when connecting it to your board?
Regards,
Eduardo.