I’m a Shimano lover so will always suggest you go in that direction, in my eyes SRAM is good at the hgh end but lower down the scale Shimano is better.
From a pure value perspective you will struggle to beat Deore, as posted above, £250 get you the complete groupset from Merlin (it may be cheaper in the German shops if you look around). Deore works well, looks pretty good and will feel like a good upgrade over X3. If you can find a few more pounds then SLX really is very good, lighter then Deore and will last a little longer in thoery.
And don’t worry about 2×10 too much, if you can’t find a specific 2 ring crank in a price you like just buy the standard 3 speed one and swap the big ring for a bash guard.