In this paper, an approach coupling an along the channel and rib-channel models has been developed to perform a design optimization of PEM fuel cell bipolar plates rib/channel patterns. Overall performance mainly results from a competition between current collection and oxygen supply. The allows proposed to investigate the effect of geometry and operating parameters on the resulting equilibrium and optimum. Moreover, heterogeneities issued from the crushing effect by the rib on the GDL are accounted. The electrochemical parameters used in the model are fitted to experimental measurements before being used in the optimization process. Results at the channel/rib scale show the competition between the oxygen supply from the gas channel to the catalyst layer and the current collection by the ribs. This understanding is possible thanks to the access to local conditions (such as the oxygen concentration) given by the model which are difficult to reach with experimental measurements. In-plane and through plane heterogeneities of current density distribution in the catalyst layer are exhibited. Design optimization is performed on the channel width/total width ratio on the cathode side. The model suggests an optimal channel design by varying its width along the flow while the standard design considers a contant ratio. This optimal channel is shown to be mainly dependent on the stoichiometry ratio of oxygen. (C) 2018 Hydrogen Energy Publications LLC. Published by Elsevier Ltd. All rights reserved.