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Today's internet technology has been utilized in various fields, one of which is to provide services in the field of education. Internet technology in the form of website enables organizations to provide anywhere anytime services to their customers, thus it is expected increasing customers' satisfaction. This research aims to develop a service design framework that can be used to evaluate the quality of website service at the university and formulate solutions for its improvement, by combining E-SERVQUAL, Kano Model, and Quality Function Deployment (QFD). To demonstrate the use of the proposed framework, we conducted a case study in one of the private universities in Palembang, Indonesia.Step by step of the framework usage is discussed, to provide a better understanding of the framework we are proposing.

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