This study presents a numerical procedure to optimize the shape of dimple surface to enhance turbulent heat transfer in a rectangular channel. The response surface based optimization method is used as an optimization technique with Reynolds-averaged Wavier-Stokes analysis of fluid flow and heat transfer with shear stress transport (SST) turbulence model. The dimple depth-to-dimple print diameter ratio, channel height-to-dimple print diameter ratio, and dimple print diameter-to-pitch ratio are chosen as design variables. The objective function is defined as a linear combination of heat transfer related term and friction loss related term with a weighting factor. full factorial method is used to determine the training points as a mean of design of experiment. The optimum shape shows remarkable performance in comparison with a reference shape.