Recently, an increased emphasis has been seen for improving the cooling uniformity and efficiency of HEV battery pack in an effort to increase the battery performance and life. This study examined the effects of geometry changes in cooling systems of battery packs on thermal behavior of battery cells and pressure drop across the battery pack. Initially, a multi-physics battery thermal model was correlated to physical test data. An analytical design of experiments (DOE) approach using Latin-hypercube technique was then developed by integrating the correlated battery thermal model with a commercial optimization code, iSIGHT, and a morphing code, DEP Morpher. The design concepts of battery pack cooling systems were finally identified by performing analytical DOE/optimization studies to estimate the effects of cooling flow and geometries of cooling ducts on the battery temperature variation and pressure drop across the battery pack.