You can have whatever template you want in cellTemplate attr, where I have concatenated both first name and last name.
Like I have used,
scope.columnCollection = [
{ label: 'Name', map: 'FirstName', validationAttrs: 'required', validationMsgs: '<span class="error" ng-show="smartTableValidForm.FirstName.$error.required">Required!</span>',cellTemplate:'<div class="name"><span>{{dataRow.FirstName +" "+dataRow.LastName}}</span><div>'}, //have whatever template you want and your custom css
//{ label: 'Last Name', map: 'LastName' },
{ label: 'User Name', map: 'UserName', validationAttrs: 'required' },
{ label: 'Password', map: 'Password', noList: true, editType: 'password' },
{ label: 'Customer', map: 'CustId', optionsUrl: '/GetCusts', editType: 'radio' },
{ label: 'Role', map: 'RoleId', optionsUrl: '/GetRoles', editType: 'select', defaultTemplate: '<option value="" ng-hide="dataRow[column.map]">---</option>', validationAttrs: 'required', validationMsgs: '<span class="error" ng-show="smartTableValidForm.RoleId.$error.required">Required!</span>' }, // NOTE: small hack which enables defaultTemplate option :)
{ label: 'E-mail', editType: 'email', map: 'Email' },
{ label: 'Cell Phone', map: 'Mobilephone', noEdit: true, validationAttrs: 'required' },
{ label: 'Locked', map: 'IsLocked', cellTemplate: '<input disabled type="checkbox" name="{{column.map}}" ng-model="dataRow[column.map]">', editType: 'checkbox', noAdd: true }
];
In css you can have your custom Css.
Please have a look at this
plunker
Hope this solves your problem :)