The rapid development of advanced technologies provides futuristic option to enhance product value with digital services, which the concept of Smart Product-Service System (SPSS) was proposed. SPSS focuses on usage data, the whole lifecycle, and the iterative optimisation. A large amount of data and context information can be collected during the usage stage, which can be used to elicit requirements to guide further design. How to realise the requirement elicitation with cognitive intelligence based on usage data is the key step for design optimisation. Therefore, this research proposes a cognitive intelligence-enabled requirements elicitation framework to help designers promote the design optimisation process. First, the digital twin-driven data collection architecture of SPSS is proposed by considering multi-sources and multi-stages. Second, the behaviour of SPSS is modelled based on Auto-Encoder which is constructed using deep learning to cognise SPSS performance. Third, the corresponding behaviour model is interpreted based on Shapley Addictive exPlanations (SHAP) to discover key factors with cognitive intelligence. Finally, the domain knowledge graph is used to generate the optimisation requirements for further design. To demonstrate the feasibility and advantages of the proposed framework, this study adopts the case study of wind turbines for illustration and verification.