The heat transfer characteristics between die and sheet and die and coolant are important parameters in hot press forming process. The determination of the quenching time that guarantees full martensitic transformation requires proper understanding of these heat transfer characteristics. The contact area changes drastically during the quenching process due to volume changes of both die and sheet by temperature drop as well as phase transformation. Several types of modeling techniques are tested in order to select the most suitable. The effect of quenching time as well as die heat conductivity on martensitic transformation is investigated and predictions are compared to experimental results.