I found that my issue had to do with A) popup blocker and B) a required firewall exception
1) Use mozilla firefox, if you don't have it, get it
2) type 'Internet options' in Cortana search bar and open it,--click 'Privacy' & add the Battlelog/battlefield url to the pop-up blocker exceptions , also add it to your Firefox
pop-up blocker exceptions
3) Add the 'BF3WebHelper.exe" (programfilesx86\OriginGames\Battlefield3 folder) to your 'Allow an app through Firewall' in Window Network settings
4) Open your desktop Origin app-sign in
5) Open 'battlelog.battlefield.com' in Firefox. sign in and launch the game from Firefox
Game will open in an external window so look at your task bar and if you see the soldier, click him to open the game window