a industrial engineering, institut Teknologi sepuluh nopember, surabaya, indonesia; b industrial engineering, universitas Diponegoro, semarang, indonesia; c industrial engineering, university of surabaya, surabaya, indonesia ABSTRACT Studies on customer's needs, desires and preferences have become highly important in the product design and development process. One consideration in usability is the cognitive aspect, which is related to the accommodation and evaluation of human cognitive capabilities, limitations and tendencies. In addition to the cognitive aspect, a recent study has shown that the affective aspect has been considered in the evaluation of product usability. Thus, both cognitive and affective aspects are deemed to be important for product design and the development process. Inherently, both aspects deliver complete human and product interaction and experience. However, studies that consider the affective process as a complement to the cognitive process for usability are relatively rare. To address this gap, this study discusses how an integrative framework of the cognitive and affective aspects can be applied to a product for usability assessment via empirical studies on e-commerce and e-learning platforms. The sample involved 230 respondents, using purposive sampling. The result shows that both cognitive and affective aspects have a significant effect, although with different weights. The affective aspect has been shown to improve product usability and user's acceptance. Relevance to human factors/Relevance to ergonomics theoryThis study takes the form of both cognitive and affective ergonomics associated with usability. One consideration in usability evaluation is the cognitive aspect, which is related to the accommodation and evaluation of human cognitive capabilities, limitations, and tendencies. In addition to that, a recent study has shown that the affective aspect has been considered in the evaluation of product and service usability. It shows both cognition and affect as the main focus in human centered design have been taken into account for product and service interaction.This research offers significant contributions. First, the findings can be used to determine the proportion of cognitive and affective aspects in product and service design, particularly those are related to usability evaluation. Product and service designers can gather feedbacks ARTICLE HISTORY
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