An experimental work has been conducted to explore the influence of the combined V-rib and chamfered-V-groove vortex generator (VG) on flow and heat transfer behaviors in a heat exchanger channel having a constant heat-flux on the top wall. Firstly, the V-shaped ribs were mounted on the plain top-wall with a view to creating multiple vortex flows inside. The investigated geometrical parameters were three relative rib pitches (R-P = P/H = 1.0, 1.5 and 2.0) and relative rib heights (called "blockage ratio", R-B = e/H = 0.3, 0.4 and 0.5) at a single attack angle (alpha=45 degrees). Secondly, the ribs were again placed on the chamfered-V-grooved top wall having three relative groove-pitches (R-P = 1.0, 1.5 and 2.0) like the rib case but at a fixed groove width and depth. Air as the test fluid flowed through the heat exchanger channel for Reynolds number (Re) ranging from 5300 to 23,000. Influences of the newly designed heat exchanger surface on the Nusselt number (Nu) and friction factor (f) have been examined and compared with the flat surface data at similar test conditions. The experimental result reveals that the combined rib-groove with small R-P and large R-B yields the heat transfer and friction loss higher than the one with large R-P and small R-B. Nevertheless, thermal enhancement factor (TEF) obtained at a constant pumping power shows that the combined rib-groove case with P-R = 1.5 and R-B = 0.4 provides the highest value around 1.907. To explore the influence of the rib thickness on thermal performance, the rib thickness size was reduced to be a very thin rib, called the "baffle". The study points that at P-R = 1.5, the baffle -groove with R-B = 0.3, 0.4 and 0.5 provide, respectively, TEF around 2.12, 2.14 and 2.11, indicating that the baffle-groove performs better than the rib-groove around 13%. (C) 2019 Institution of Chemical Engineers. Published by Elsevier B.V. All rights reserved.