[proofplan]
Work in the chosen local trivializations and write the coordinate representative of $\Phi$ as a map from $U\times\mathbb R^r$ to $V\times\mathbb R^s$. The condition that $\Phi$ lies over $f$ forces the base component to be $f(x)$, while fibrewise linearity says that the fibre component is, for each fixed $x$, a [linear map](/page/Linear%20Map) $\mathbb R^r\to\mathbb R^s$. The columns of this linear map are obtained by evaluating the fibre component on the standard basis vectors of $\mathbb R^r$, with the empty-basis convention when $r=0$, which proves smoothness of the matrix entries when $\Phi$ is smooth. Conversely, a smooth matrix-valued map gives a smooth coordinate formula because its fibre component is a finite sum of products of smooth coordinate functions, interpreted as the unique zero-dimensional expression in the rank-zero cases.
[/proofplan]
[step:Pass to the coordinate representative of the bundle map]
Let
\begin{align*}
\tau_E:E|_U\to U\times\mathbb R^r
\end{align*}
and
\begin{align*}
\tau_F:F|_V\to V\times\mathbb R^s
\end{align*}
denote the chosen local trivializations. Define the coordinate representative
\begin{align*}
\Psi:U\times\mathbb R^r\to V\times\mathbb R^s
\end{align*}
of $\Phi|_{E|_U}$ by
\begin{align*}
\Psi:=\tau_F\circ \Phi|_{E|_U}\circ \tau_E^{-1}.
\end{align*}
Since $\tau_E$ and $\tau_F$ are diffeomorphisms onto their local product charts, the Smooth Map coordinate criterion gives that $\Phi|_{E|_U}$ is smooth if and only if $\Psi$ is smooth.
Let $B$ be the second component of $\Psi$, so $B$ is the map
\begin{align*}
B:U\times\mathbb R^r\to \mathbb R^s.
\end{align*}
Because $\Phi$ is a map over $f$, the first component of $\Psi$ is $f(x)$. Hence
\begin{align*}
\Psi(x,v)=(f(x),B(x,v))
\end{align*}
for every $x\in U$ and $v\in\mathbb R^r$.
[/step]
[step:Extract the smooth matrix entries from a smooth fibrewise linear map]
Assume first that $\Phi|_{E|_U}$ is smooth. Then $\Psi$ is smooth, so its second component $B:U\times\mathbb R^r\to\mathbb R^s$ is smooth. For each $x\in U$, define $B_x:\mathbb R^r\to\mathbb R^s$ by $B_x(v)=B(x,v)$ for $v\in\mathbb R^r$. Fibrewise linearity of $\Phi$ implies that $B_x$ is linear for every $x\in U$.
If $r>0$, let $e_1,\dots,e_r\in\mathbb R^r$ be the standard basis vectors; if $r=0$, this is the empty basis of the zero [vector space](/page/Vector%20Space) $\mathbb R^0$. For each $j\in\{1,\dots,r\}$, define $a_j:U\to\mathbb R^s$ by $a_j(x)=B(x,e_j)$ for $x\in U$. When $r=0$ there are no such maps $a_j$, and all subsequent column and sum statements are interpreted by the empty-column and empty-sum conventions. The map $a_j$ is smooth because it is the composition of the smooth map $x\mapsto (x,e_j)$ with the smooth map $B$. Define $A:U\to\mathbb R^{s\times r}$ by declaring that the $j$-th column of $A(x)$ is $a_j(x)$. Equivalently, if $a_j(x)=(A_{1j}(x),\dots,A_{sj}(x))$, then
\begin{align*}
A(x)=\bigl(A_{ij}(x)\bigr)_{1\le i\le s,\ 1\le j\le r}.
\end{align*}
Each coordinate function $A_{ij}:U\to\mathbb R$ is smooth, since it is a component of the smooth map $a_j$. Therefore $A$ is smooth.
For $v=(v_1,\dots,v_r)\in\mathbb R^r$, linearity of $B_x$ gives
\begin{align*}
B(x,v)=B_x\left(\sum_{j=1}^r v_j e_j\right)=\sum_{j=1}^r v_j B_x(e_j)=\sum_{j=1}^r v_j a_j(x)=A(x)v.
\end{align*}
Thus the coordinate representative satisfies
\begin{align*}
\Psi(x,v)=(f(x),A(x)v)
\end{align*}
for every $x\in U$ and $v\in\mathbb R^r$, which is exactly the asserted formula for $\Phi$ in the chosen local product coordinates.
[guided]
Assume that $\Phi|_{E|_U}$ is smooth. Since smoothness is a local coordinate property and $\tau_E,\tau_F$ are smooth trivializations with smooth inverses, the coordinate representative $\Psi:U\times\mathbb R^r\to V\times\mathbb R^s$ defined by
\begin{align*}
\Psi=\tau_F\circ \Phi|_{E|_U}\circ \tau_E^{-1}
\end{align*}
is smooth.
Write the second component of $\Psi$ as a map
\begin{align*}
B:U\times\mathbb R^r\to\mathbb R^s.
\end{align*}
Because $\Phi$ lies over $f$, the base point of $\Phi(x,v)$ is $f(x)$. Therefore the first component of $\Psi(x,v)$ is forced to be $f(x)$, and we may write
\begin{align*}
\Psi(x,v)=(f(x),B(x,v)).
\end{align*}
Now fix $x\in U$. Define $B_x:\mathbb R^r\to\mathbb R^s$ by $B_x(v)=B(x,v)$ for $v\in\mathbb R^r$. The fibrewise linearity hypothesis says exactly that $B_x$ is linear. If $r>0$, a linear map $\mathbb R^r\to\mathbb R^s$ is determined by its values on the standard basis vectors $e_1,\dots,e_r\in\mathbb R^r$. If $r=0$, the standard basis is empty and there is a unique linear map from $\mathbb R^0$ to $\mathbb R^s$, represented by the unique $s\times 0$ matrix. Hence the natural way to recover the matrix of $B_x$ is to use those basis values as columns, with no columns in the case $r=0$.
For each $j\in\{1,\dots,r\}$, define $a_j:U\to\mathbb R^s$ by $a_j(x)=B(x,e_j)$ for $x\in U$. When $r=0$, there are no indices $j$ and hence no maps $a_j$; the construction below produces the unique smooth map from $U$ to the space of $s\times 0$ matrices. For $r>0$, this map is smooth because $x\mapsto (x,e_j)$ is smooth from $U$ to $U\times\mathbb R^r$, and $B$ is smooth. Define $A:U\to\mathbb R^{s\times r}$ by taking $a_j(x)$ as the $j$-th column of $A(x)$. In coordinates, if
\begin{align*}
a_j(x)=(A_{1j}(x),\dots,A_{sj}(x)),
\end{align*}
then
\begin{align*}
A(x)=\bigl(A_{ij}(x)\bigr)_{1\le i\le s,\ 1\le j\le r}.
\end{align*}
Each entry $A_{ij}$ is smooth because it is a component function of $a_j$, so $A$ is a smooth map into $\mathbb R^{s\times r}$.
Finally, for any vector $v=(v_1,\dots,v_r)\in\mathbb R^r$, the standard basis expansion gives
\begin{align*}
v=\sum_{j=1}^r v_j e_j.
\end{align*}
Using the linearity of $B_x$, we obtain
\begin{align*}
B(x,v)=B_x(v)=B_x\left(\sum_{j=1}^r v_j e_j\right)=\sum_{j=1}^r v_j B_x(e_j)=\sum_{j=1}^r v_j a_j(x)=A(x)v.
\end{align*}
Therefore the coordinate representative satisfies
\begin{align*}
\Psi(x,v)=(f(x),A(x)v).
\end{align*}
Equivalently, $\Phi$ has the asserted formula in the chosen product coordinates.
[/guided]
[/step]
[step:Prove smoothness from a smooth matrix formula]
Conversely, suppose there is a smooth map $A:U\to\mathbb R^{s\times r}$ such that
\begin{align*}
\Phi(x,v)=(f(x),A(x)v)
\end{align*}
for every $x\in U$ and $v\in\mathbb R^r$.
Write $A(x)=\bigl(A_{ij}(x)\bigr)_{1\le i\le s,\ 1\le j\le r}$ and $v=(v_1,\dots,v_r)$, with the understanding that this coordinate list is empty when $r=0$. The fibre component $C:U\times\mathbb R^r\to\mathbb R^s$ defined by $C(x,v)=A(x)v$ has coordinate functions
\begin{align*}
C_i(x,v)=\sum_{j=1}^r A_{ij}(x)v_j,\qquad i\in\{1,\dots,s\},
\end{align*}
where the sum is the empty sum when $r=0$. If $s=0$, the target $\mathbb R^0$ has no coordinate functions, and $C$ is the unique map to the zero-dimensional vector space.
Each $A_{ij}$ is smooth on $U$, each coordinate projection $(x,v)\mapsto v_j$ is smooth on $U\times\mathbb R^r$, and the standard closure properties in the definition of a Smooth Map imply that finite sums and products of smooth real-valued functions are smooth. Hence $C$ is smooth.
Since $f:U\to V$ is smooth by hypothesis and $C$ is smooth, the coordinate characterization of a Smooth Map implies that the product map $\Psi:U\times\mathbb R^r\to V\times\mathbb R^s$ defined by $\Psi(x,v)=(f(x),C(x,v))$ is smooth. Thus the coordinate representative of $\Phi|_{E|_U}$ is smooth, and therefore $\Phi|_{E|_U}$ is smooth.
[/step]
[step:Conclude the equivalence in the chosen trivializations]
The previous two steps prove both implications. If $\Phi|_{E|_U}$ is smooth, then its coordinate representative has the form
\begin{align*}
(x,v)\mapsto (f(x),A(x)v)
\end{align*}
for a smooth map $A:U\to\mathbb R^{s\times r}$. Conversely, any smooth map $A:U\to\mathbb R^{s\times r}$ satisfying this coordinate formula makes the coordinate representative smooth, hence makes $\Phi|_{E|_U}$ smooth. This proves the stated local coordinate characterization of a vector bundle morphism.
[/step]