[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]